![Copy of Brand guidelines](https://images.squarespace-cdn.com/content/v1/5da5ff0d53f9b5675d72fe25/1571244300288-IMFHG7BXDBWUJDJZ7YCF/02-6-sasol-brand-guidelines-1.jpg)
Sasol
Sasol is an international integrated energy and chemical giant. When the agency I worked for at the time set out to do a complete, international rebranding exercise, we were up for the challenge.
Wearing many hats, I was involved in several aspects of the rebranding, including art direction, overseeing photo shoots, and writing as well as designing a comprehensive volume of brand guidelines.
Branding • Design • Art Direction
Agency: Interbrand Sampson
![02-18-sasol-our-logo.jpg](https://images.squarespace-cdn.com/content/v1/5da5ff0d53f9b5675d72fe25/1572543397692-D7NHSA8CDAFWB7U0AVPN/02-18-sasol-our-logo.jpg)
![The logo has a few configurations, and it was necessary to arrange each one of them on a grid and to write the technical copy in a way that is clear enough for suppliers to understand.](https://images.squarespace-cdn.com/content/v1/5da5ff0d53f9b5675d72fe25/1572543389654-C770CSNRPW50R3GED81S/02-18-sasol-our-logo-2.jpg)
The logo has a few configurations, and it was necessary to arrange each one of them on a grid and to write the technical copy in a way that is clear enough for suppliers to understand.
![02-15-sasol-symbol.jpg](https://images.squarespace-cdn.com/content/v1/5da5ff0d53f9b5675d72fe25/1572543382324-L9T690WC91I250990O7W/02-15-sasol-symbol.jpg)
![Since the logo can sometimes appear cropped on specific applications, we had to illustrate in detail how it may be cropped.](https://images.squarespace-cdn.com/content/v1/5da5ff0d53f9b5675d72fe25/1572543393672-25O6A6AR7PIYNFB669LI/02-18-sasol-our-logo-cropped.jpg)
Since the logo can sometimes appear cropped on specific applications, we had to illustrate in detail how it may be cropped.
![Brand book](https://images.squarespace-cdn.com/content/v1/5da5ff0d53f9b5675d72fe25/1571244287162-CZV9QKD4YHPAZV1YNPLX/02-1-sasol-brand-book-cover.jpg)
Brand book
Sasol needed a summarized brand book highlighting its fundamental brand principles. We used lifestyle photography, and I've art directed photoshoots of their gas stations for this publication.
![02-2-sasol-brand-book-1.jpg](https://images.squarespace-cdn.com/content/v1/5da5ff0d53f9b5675d72fe25/1571244286937-XCX32NYPGV64FC9WBKIV/02-2-sasol-brand-book-1.jpg)
![02-3-sasol-brand-book-2.jpg](https://images.squarespace-cdn.com/content/v1/5da5ff0d53f9b5675d72fe25/1571244292344-8M197IPO3YUE53GUMW6K/02-3-sasol-brand-book-2.jpg)
![02-19-sasol-colourpalette.jpg](https://images.squarespace-cdn.com/content/v1/5da5ff0d53f9b5675d72fe25/1572543732169-D6TQ3IRS2751ZMG6F4MI/02-19-sasol-colourpalette.jpg)
![02-5-sasol-brand-book-4.jpg](https://images.squarespace-cdn.com/content/v1/5da5ff0d53f9b5675d72fe25/1571244299599-W0N5IO7Q75D0QP4NB016/02-5-sasol-brand-book-4.jpg)
![02-14-sasol-gas-station.jpg](https://images.squarespace-cdn.com/content/v1/5da5ff0d53f9b5675d72fe25/1572543381130-CATUGMIYZIQTU9490VPR/02-14-sasol-gas-station.jpg)
![Brand guidelines](https://images.squarespace-cdn.com/content/v1/5da5ff0d53f9b5675d72fe25/1571244300288-IMFHG7BXDBWUJDJZ7YCF/02-6-sasol-brand-guidelines-1.jpg)
Brand guidelines
A significant challenge for the brand guidelines was to shoot somewhat bland subject matter like industrial packaging in such a way that it is visually appealing and artistic.
![Industrial packaging doesn't have to be boring. We've developed a vibrant secondary color palette to apply to boxes, bags, and drums.](https://images.squarespace-cdn.com/content/v1/5da5ff0d53f9b5675d72fe25/1571244308036-QNR4DM8IWQNEVSWVZH88/02-7-sasol-brand-guidelines-2.jpg)
Industrial packaging doesn't have to be boring. We've developed a vibrant secondary color palette to apply to boxes, bags, and drums.
![02-8-sasol-brand-guidelines-3.jpg](https://images.squarespace-cdn.com/content/v1/5da5ff0d53f9b5675d72fe25/1571244308575-KF2NXHESVMEW8YG55SVU/02-8-sasol-brand-guidelines-3.jpg)
![We focused on Sasol being people-centric in our layouts, making sure that a healthy dose of people in lifestyle situations is present.](https://images.squarespace-cdn.com/content/v1/5da5ff0d53f9b5675d72fe25/1571244316559-WC2LRB1Q9PQTMG8IZLQB/02-10-sasol-brand-guidelines-5.jpg)
We focused on Sasol being people-centric in our layouts, making sure that a healthy dose of people in lifestyle situations is present.
![02-11-sasol-brand-guidelines-6.jpg](https://images.squarespace-cdn.com/content/v1/5da5ff0d53f9b5675d72fe25/1571244325877-8U3VLN9DU5Z82C69M2P4/02-11-sasol-brand-guidelines-6.jpg)
![02-12-sasol-brand-guidelines-7.jpg](https://images.squarespace-cdn.com/content/v1/5da5ff0d53f9b5675d72fe25/1571244326480-BBKVBQ9FQL14OKYVF02P/02-12-sasol-brand-guidelines-7.jpg)
![Sasol Delight is the name for the shop attached to each of their gas stations. I was directly involved as an art director, working with a team of photographers to capture photos for use throughout the brand book and guidelines.](https://images.squarespace-cdn.com/content/v1/5da5ff0d53f9b5675d72fe25/1572543396899-MAR00ZQSKJW6XPDJ5DAI/02-13-sasol-uniforms.jpg)
Sasol Delight is the name for the shop attached to each of their gas stations. I was directly involved as an art director, working with a team of photographers to capture photos for use throughout the brand book and guidelines.