Delo. Making the technical make sense.

How do you make something this technical clear to everyone who has to read it? For more than 20 years, we've kept the marketing moving for Texaco Lubricants, Chevron's European lubricants brand, across a complex and highly technical subject, and after Chevron's largest-ever European product transition – the migration of the Ursa heavy-duty oil range into the globally recognised Delo – attention turned to the detail. Lubricants don't speak to one audience, the technician wants the oil specification, the fleet owner wants the benefit and the truck driver just wants to know it works.

Too often, the content was written for the expert, dense and heavy with jargon, and the same information then had to be reshaped for B2B and B2C, from a glossy brochure to a technical data sheet, without losing its accuracy. The job wasn't to make it simplistic, but to make complex content clear for everyone, while keeping the depth the technician relies on.

We began with a full audit of the Delo literature, which turned up plenty that was repetitive, inconsistent or simply hard to follow. Working from that, we rebuilt the material around what each audience is actually trying to do, restructuring the brochures by product category and individual products so the route through is obvious. Dense test data was reworked into charts, illustrations and infographics that stay technical where the technician needs them and read easily where they don’t. The result is one clear, consistent master suite in English, aligned to the Texaco identity, which every market then works from, including the translation library that carries it into every language.