Rebranding an Institution

Creative Director, Copywriter

It's the 21st Century. Energy is evolving. I built the voice that helped the world's biggest oil company evolve with the technology.

The Setup

Evolution for a 150 year-old energy company seems like isn't only about energy tech. It’s pushing a boulder through an oil field.

The industry is extremly technical, highly scientific, and heavily regulated. There’s a huge segment of the population that doesn’t get and doesn’t like it.

Well… trying to read Chevron.com didn’t help.

The Stakes

Environmental chaos. Political turmoil. Massive innovation in sustainable energy and renewable fuels.

And three-hundred fifty pages of research-driven, investor-written, white-paper research in the form of a marketing site.

With a growing consumer trend that 90% of websites are now read on their tablets or phones. Scrollable is the name of the game.

This wasn't a simple rewrite. It’s a relevance overhaul.

The Story

We rebuilt Chevron.com from the ground up. We stripped the research to its base, rewrote the strategy, and capped the language at a 10th Grade level.

The copy drove the redesign, from content to copy to brand storytelling. Short sentences, focused pages, blended with a fresh, scrollable design created for tablets and phones.

The evolved strategy: science meets humanity.

The Impact

Turning research into a destination.

For press and public alike, Renewable Fuels hub became one of the highest-trafficked destinations on Chevron.com

A story-first brand voice.

Focused, relatable, easy-to-read, easy-to-define. Most importantly, scalable.

Information meets humanity.

Tech doesn’t sell on its own. Research-heavy content became a story-led brand system.

The Proof

Chevron | Renewable Fuels Walkthrough

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