| Chevron Hydrogen
2007 ReBrand 100 Winners > notable
Industry: Energy & Utilities - Below: Brand Extension - Before Image not Applicable, Rebrand Images, Summary, Credits
Summary:
Challenge - The strategic intent of the Chevron Hydrogen brand and fueling environment development endeavor was to provide a progressive brand extension to the parent brand – both retail and corporate. There were four aspects to the challenge:
- Develop a brand for Chevron’s hydrogen research initiative that positions Chevron as an innovative leader in the safe and efficient onsite production and fueling of this alternative fuel.
- Position a hydrogen brand to remain true to Chevron’s unique personality of safe, quality and clean.
- Develop a forward thinking fuel offering that has a balance of familiar gas fueling cues so as not to scare or alienate key audiences and Chevron station retailers.
- Generate key support and buy-in, securing future venture partners.
Strategy - Following research and a brand architecture positioning, the “Chevron Hydrogen” brand was defined to reflect Chevron’s innovation and responsibility associated with a hydrogen product. Audiences identified included:
• Government (DOE, DOD)
• Partners (Hyundai, AC Transit, Universities)
• Industry, “thought leaders”, and retailer investors
• Public (key audience)
A visual and verbal brand language was created that embodies the unique qualities of hydrogen. This creative platform was extended to a variety of brand applications including:
• Brand look and feel (for multiple media applications)
• Visual identity
• Modular demonstration experience (production building, fueling island components) for application across different site configurations
Strategy
• Public awareness raised through positive domestic and international press coverage, including a televised endorsement from Californian Governor, Arnold Schwarzenegger
• Interest in renewable energy is growing, a step towards independence from foreign oil
• Chevron Hydrogen introduced into AC Transit’s bus fleet,
• Expanded partnerships for other venture projects (Southern California Edison, Florida Dept. of Environmental Protection)
Credits:
Client: Chevron Technology Ventures - www.chevronhydrogen.com
Brand Strategist/Designer: Bedrock Brands - www.bedrockbrands.com
Creative Directors: David Takeuchi, David Oldham
Photographers: Doug Salin, Lauren Wanski
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