Selected prior workChevron · Website and brand voice
A new voice for Chevron.com.
Chevron’s website had a great deal of information and a difficult reading experience. Working through Elephant, Patrick helped turn research-heavy material into a clearer story, a consistent voice and focused website copy.
Information needed a story.
The subject was technical, scientific and regulated. The existing site carried that complexity into the language, asking readers outside the industry to work through dense material.
The assignment brought content strategy and writing together: deciding what a reader needed first, giving each page a focus and developing a voice that could hold across the site.
The copy shaped the page.
Patrick’s work with Elephant covered the brand story, content strategy, voice and website copy. Shorter passages, focused pages and clearer language informed the redesign and the way people could read through it on a phone or tablet.
The screenshots show the writing in its finished setting, alongside the design team’s work.
Different readers needed different ways in.
The Renewable Fuels section pairs a general introduction with pages for trucking, rail and shipping. Readers can start with the subject, then follow the part relevant to their industry.
Renewable Fuels
Three website pages, shown in full. Select a page to read the original screenshot.
Renewable Fuels · Trucking 
Renewable Fuels · Rail 
Renewable Fuels · Shipping
The expertise became easier to navigate.
A brand story, content strategy, voice and website copy.
Research-heavy material became focused pages with clearer language.
A consistent voice and content paths for different reader needs.
Credits
- Client
- Chevron
- Creative direction
- Patrick Kirkland
- Copywriting
- Patrick Kirkland
- Agency
- Elephant
Patrick Kirkland · Before Protagonist Ink