When Shell Lubricants partnered with Universal Technical Institute, we created a campaign to update campuses with graphics and imagery. It had to be more than just advertising — it had to provide value, and we also wanted to beautify and brighten the primarily-gray campuses. We wanted to provide motivational messaging for students, and provide interesting and useful information to educate and inform about the wider world of motor oil and engines themselves.
We created environmental graphics to fit UTI’s eleven nationwide campuses, with the graphics tailored to each space. After interviewing with students and instructors, we came up with a plan to showcase the top-rated instructors at each campus with hallway signage to recognize the best and brightest, and show the students how accomplished their teachers really were.