Print, Strategy



Shell — Investing annual reports with energy and clarity

The undisputed top priority for Shell’s Annual Reports is totally dedicated project management and flawless production. Driven by a desire to inject new life into the six reports produced each year, Shell invited Studio Dumbar to partner them in developing new design concepts.

Starting with the 2009 reports, we focused on the energy of the corporate colour palette. We created more expressive covers, featuring red and yellow ‘streams’ representing the brand’s core interests: upstream – extracting energy, and downstream – handling and distributing energy. A transparent form magnifies a point in the flow, illustrating the notion that annual reports provide an opportunity to stop and contemplate the previous year. Typographic layouts have been revitalised throughout the reports with different types of content – magazine-style editorial sections and information graphics – presented in a consistently engaging manner.