Culture Campaign
Branding isn’t just what a company puts into the world, it’s what people feel when they show up to work every day. For ShellBlack, brand lives in the pride, energy, and shared identity of its people. They needed an internal-facing campaign to celebrate their team, reinforce their core values, and create a shared sense of pride and momentum. We developed a culture-forward campaign rooted in ShellBlack’s values — one that felt bold, human, and a little bit fun.
Strong brands don’t just live on the outside. They start within.
Branding from the Inside Out
#ShellYeah was crafted as a unifying tagline used to celebrate achievements, recognize teamwork, and reinforce pride across the organization.
Inspired by the culture of the Salesforce organization, which gave rise to ShellBlack as a consulting partner, Visualeyes created the ShellBlazers persona to echo the well-known Salesforce Trailblazer Community. Developing custom avatars for each ShellBlack consultant was another nod to a familiar Salesforce brand element.
“Working with Visualeyes has given our team a new way to experience ShellBlack. Every touchpoint, from internal materials to personalized surprises along the way, feels intentional and meaningful. Our culture reminds us why our work matters and why we love being ShellBlazers.”
Marnee Lott, Director of Marketing, ShellBlack
Bringing Culture to Life
The campaign came to life through intentional, everyday brand touchpoints. From wearable custom swag and personal anniversary gifts to pride-building packaging and internal visuals aligned to core values, every detail reinforces culture.
Nothing generic and everything ShellBlack.
