Chevron People do Campaign
Access to: Campaign Brand Playbook (PDF format)
Access to: Campaign Brand Playbook (Figma Prototype format)
My role:
As VP, Group Creative Director, and co-leader, I was responsible for the visual direction, ideation, and production of the campaign through final client approval. My leadership ensured a cohesive brand aesthetic across every touchpoint, balancing high-impact storytelling with the precision required for complex, reputation-critical audiences.
Idea:
People do is an expression of the brand through a human lens that celebrates the people putting the energy into our everyday. We shine a spotlight on the stories, human progress and impact Chevron employees have across the organization and the communities where they live and work.
Campaign goal:
This multi-channel B2B and B2C effort was designed to modernize the brand’s visual narrative while renewing its reputation among policymakers, the investor community, and the influential public.
Myriad stories; one tone:
While People do often express through employee perspectives with audience-centric messaging, the tone is always consistent.
Whether we’re talking to investors, policymakers or the everyday people who live where we operate—we are the experts next door. We talk with you on your level of understanding; not at you from ours. Cleverness is not off-limits if it helps make our point or an emotional connection. And the more direct we are, the more approachable we sound.
We give relevant context around a proof point we know matters. Then, we explain the impact of that proof point in a human manner and leave you remembering that at Chevron, our people do. We elevate the content that matters most to our audiences. We proudly highlight the impact of our collective efforts and the partnerships that move our industry forward.
A multi-channel campaign approach including:
Social
Display
Local sponsorships
SEM
OOH
Audio/Pods
OLV, CTV
Chevron.com
Colorado.chevron.com
Newsroom articles: Colorado and Washington DC.
Human Energy newsletter
Chevron YouTube channel
America 250 segmentation and idea
Branding
To ensure the brand shows up with rigor and creative excellence across every asset, a Figma Brand Playbookwas created to formalize the campaign's visual expression and tone. This living document is designed to evolve beyond the initial launch, serving as the definitive guide for future internal teams and agency partners to maintain brand integrity at scale.
The Strategy: a modular campaign aligning with each audience's needs:
1. Colorado public
Engaged residents whose perception
influences local energy conversation, policy, and community sentiment.
Objective: drive predictable policy and regulations in Colorado. Audience: 1.6MM residents (~30% of votes)
Skews female, Hispanic, < 5-year residents
A single-minded idea: wild places require wild solutions. Protecting Colorado’s beauty means rethinking how Chevron operates and moving away from how the industry thought before.
Primary proof point: Comprehensive wildlife plan
2. Washington DC Policymakers
Elected officials and government leaders are shaping the conversation on national energy and energy policy.
Audience: Federal Government & Policymakers ~136K people, who want abundant, affordable, and reliable energy for their constituents/American households. And support of in-country investment in energy-intensive industries like manufacturing and AI.