Chevron ISOCLEAN Communications Series Approach

The Problem

ISOCLEAN, a certified lubricants delivery program targeted at business operations using lubricant products, did not have unified branding nor an organized or consistent approach to all of their communications. Advertisement look and feel differed greatly and follow-up communication to participants in the program didn’t look relevant to documents given earlier in the buying process.

The Solution

Necessary communications were first categorized into three levels: top-level advertising/sales materials, level two informational guides, and level three checklists and supporting white papers. Each level was given a different treatment and look and feel, while across the series, the branding was consistent.

Level 1: External Sales

Customer first contact information in glossy tri-fold sales brochure.

Level 2: Informational Guides

Customer guides, usually found in a folder. These had a light colored cover with a consistent curve design on the front, and information laid out so different guides were distinguishable from one another.

Level 3: White Papers and Checklists