National Wholesaler Conference and Brand Experience for Shell

The Challenge


To integrate technology into custom fabrication to produce immersive, interactive opportunities that elevate the Brand Experience.

The Solution


-We created a fully branded environment complete with interactive content where attendees were immersed in all the innovations that will help them succeed


-We weaved important messaging from stakeholders into a story told through interactive theatre, multi-faceted performances, and inspiring content

  • Event & Experience Design
  • Full-Service Event Production
  • Set & Scenic Design
  • Custom Fabrication
  • Content Creation
  • Video Production Design
  • Creative Direction
  • Presentation Design
  • Signage & Wayfinding
  • Installation & Strike

The Process




Business Owners and their teams met with us to clarify their goals and objectives for the event, and to help us understand the nuances of their messaging to wholesalers and other partners.




Inspired by existing client assets – including visuals from a developing ad campaign, input from global partners, and refreshed brand guidelines – we envisioned branded and interactive scenic-media hybrid experiences that aligned with and amplified existing campaigns, and extended the messaging to featured products and services.




Weekly meetings with business owners guided the development of a series of conceptual renders for each space. These included layouts of the custom set pieces and fabricated components for each content area, as well as storyboards for accompanying media elements. Open and consistent communication ensured alignment with the overall vision throughout the design process.




We refined and tested interactive media game elements in-house. In turn, the digital media designs influenced custom scenic print materials that were used in the space to further integrate key messaging.


Strategic planning with area leads and vendors ensured that all of the components – layout, electrical infrastructure, AV and media needs – aligned with the master plan. Understanding the spatial,) relationships across the brand experience floor allowed us to tailor multiple elements to complement one another.




Detailed pre-planning was critical, as we coordinated with multiple vendors working the event to reduce delays during a compressed load-in period.


We constructed a total of five unique areas covering over half of the Experience floor. Over the course of the three-day event, guests explored the spaces to find immersive, themed vignettes and six interactive kiosks.




We deliver value beyond the event itself:  Several interactive media experiences and fabricated kiosks are permanent residents at Shell campuses around the US, and some continue to travel as exhibits and teaching tools. Our designs for key pieces became hero visuals for the Shell 2023 fuel campaign, including our fabrication of the 100% sign that welcomed visitors to the Brand Experience.

What is the National Wholesaler Conference and Brand Experience?


The objective of this 2-day event, offered to Wholesalers and partners across the US every three years, is to energize participants and demonstrate that Shell offers the best marketing programs, the best tools and the support they need to take their business to the next level of performance.  Participants will renew their relationships and Shell will be their brand of choice. The Brand Experience demonstrates that Shell maximizes site potential for better customer experiences, creates loyalty with innovative customer offerings, and partners with wholesalers to create solutions together.