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 [back] |
