Brand Strategy · Experience Design · Identity Systems · Environmental Design
What if refueling could feel like a breath of fresh air?
“Shell. For the Future.” completely reimagines a legacy energy brand through the lens of both digital and environmental design; turning outdated stations into clean, intuitive, multi-modal experiences that reflect a changing world.
Leading the Energy Transition
From legacy to launch.
-
Stuck in the past.
The traditional gas station model prioritizes efficiency and fuel sales over environmental impact, user experience, or community value. As EV adoption rises and consumer expectations shift, the outdated infrastructure fails to meet the moment. -
Designing for transition.
I began with environmental and market research to understand the shifting transportation landscape. Inspired by biophilic design and circular architecture, I envisioned a Shell flagship station for a new energy era, that could gracefully support both EV and gas during the transition.I developed:
An updated green-and-blue Shell logo to reflect sustainability and modernity, subtle curvature in place of angular edges
Circular site plans with solar-paneled green roofs and central courtyards
Concept diagrams and annotated renderings to show traffic flow, material reuse, and user experience
-
Fueling your journey. Sustainably.
"Shell. For the Future." proposes a modular, circular station design that integrates EV charging, solar energy, biophilic courtyards, and local marketplaces. A simplified traffic flow and clear signage support user ease, while architectural transparency and natural materials invite a sense of pause.The brand identity signals a confident pivot: bold, familiar, but future-facing.
-
Tools: Figma, Adobe Illustrator, Midjourney, DALL·E, Google Slides
Roles: Brand Strategy, UX/UI Design, Concept Development, Visual Storytelling, Copywriting
The Problem
Outdated, Overlooked, and Off-Target
Gas stations haven’t kept up. They’re often inaccessible and out of sync with the needs of modern drivers, to say nothing of the needs of the planet. Oh and did I mention the restrooms?
As EV adoption rises and climate urgency intensifies, Shell risks falling behind. The challenge? Rethink the entire energy station experience to meet the moment… and the future.
Something old, something new.
Inspired by projects such as the Highline Park in NYC and Chophouse Row here on Capitol Hill, I loved the idea of finding ways to stitch together the old and the new- in this case, gas and EV infrastructures, past and future (potentially) energy company models- into something unique and beautiful, even, in its novelty, history, and functional complexity (yet simplicity of design). What a fun challenge!
This thinking led to the idea of a flagship station for Shell, symbolizing the birth of a new brand identity as well as a new era of energy needs and environmental responsibility, accessible to an increasingly diverse population of drivers.
Inspiration
The Process
Led by insight and imagination.
This project started with a strategic deep-dive into transportation trends, sustainability goals, and user pain points across fueling infrastructure. Grounded in research and systems thinking, I explored speculative futures through concept sketches, environmental planning, and visual identity development.
Key steps included:
Reframing Shell's role within a decarbonizing economy
Prototyping a circular station footprint to support hybrid fueling
Developing an identity refresh that signals future-forward values
Mapping a customer journey that centers clarity, comfort, accessibility, and care
The Solution
A better station. By design.
"Shell. For the Future." imagines a clean, inviting, and intuitive energy station for all types of travelers. Circular site layouts with EV charging, solar-paneled green roofs, and nature-integrated courtyards anchor the physical space. A reimagined identity system, rewards app prototype, and clear signage all work together to reinforce trust and ease.
Whether you're stretching your legs, grabbing a bite, or powering up, this is a fueling experience you’d actually want to return to.
