CLIENT:
ExxonMobil
ExxonMobil
Role:
Creative Direction, Creative Strategy, Art Direction
Creative Direction, Creative Strategy, Art Direction
Collaborators
Photography: Torrey Johnson; Design: Johansen Peralta; Producers: Brian Higdon, Joe Fanelli, Shaun Morey
Photography: Torrey Johnson; Design: Johansen Peralta; Producers: Brian Higdon, Joe Fanelli, Shaun Morey
Disciplines:
Brand Identity, Photography, Social, Digital, Design Systems
Brand Identity, Photography, Social, Digital, Design Systems
The challenge was not simply to modernize ExxonMobil. It was to make the brand feel real—and to create meaningful distance from the polished sameness of the category.
The challenge
ExxonMobil needed a cohesive visual refresh that could work across social, web, print, and internal channels. The existing category language often felt overly polished, distant, and interchangeable. The brand needed a system that could communicate scale while bringing people, purpose, and real-world impact closer to the audience.
ExxonMobil needed a cohesive visual refresh that could work across social, web, print, and internal channels. The existing category language often felt overly polished, distant, and interchangeable. The brand needed a system that could communicate scale while bringing people, purpose, and real-world impact closer to the audience.
The creative approach
We developed a bold, documentary-inspired visual language built around authentic people and environments. Deep blacks, high contrast, restrained red accents, purposeful typography, and a more journalistic approach to photography gave the system energy and credibility. The work was designed as a scalable guidebook and toolkit, not a one-off look.
The outcome
The refresh gave ExxonMobil a more recognizable and human visual presence across channels. It created a flexible system that teams could apply consistently while helping the brand stand apart from the category’s corporate sameness with a more candid, contemporary point of view
Photography
Social
3D Graphics
Editorial
Refresh Style Guidebook (selected pages)
