Shell Lubricant Solutions - Quarry & Construction Divison

Digital Ad Library

While working as the senior designer at Piedmont Brand Company, I worked with the quarry & construction division of Shell Lubricant Solutions to build a digital ad library. The library included 100+ ads across 7 focus areas that highlighted specific products as well as particular points of concern for their customers, such as reliability issues and compliance. Each product area had ads that spoke to 3 different audiences: executives in the C-suite, engineers, and end users out in the field. Each product area also had a customer journey, from brand awareness to considering purchase to closing the deal with a decision.

Each week for 10 months, I met with a Shell marketing manager and an external field consultant to build the library of ads. I lead the design of the ads, and co-lead the copy writing and image curation with the team. My teammates educated me on the products we were promoting and how our different audiences used them.

My key role was taking the group’s brainstorm session notes and turn them into solid deliverables. Occasionally when I couldn’t find the exact visual we were looking for on stock image websites, I used AI creative workflows to generate images using ChatGPT. All AI-imagined assets include a tag explaining how the images were created.

Biodegradable Fluid Ads

The goal of these ads was to show that using Shell PANOLIN would allow companies to reduce their environmental footprint, meet compliance standards requirements and continue to keep work on schedule.

Audience and Messaging

You can see the progression of one of the ad campaigns below. We started with a simple awareness message and a product shot that would pique interest in using Shell PANOLIN and give them a way to learn more about the product. For consideration, we continued to show job sites in action and encouraged them to explore the product line. For decision we leaned into future-focused verbiage with an even stronger call-to-action to use the product.

Visuals & Sizing

Our ad campaigns were built into 4 different sizes for digital use. Per brand guidelines, we used imagery on our larger ad sizes, and switched to words only for our smaller banner-style ads to reduce clutter and ensure they were as effective as possible.

TO-4 Oil Ads

In this ad set our visuals and copy focused on the well-known fact in the industry that Shell’s TO-4 oils are versatile across machine fleets and allow those machines to work longer days in all seasons.