Each year, Shell gas station owners engage in a nation-wide philanthropic campaign that can be tailored to local children's charities in each gas station's community. During the drive, there is a pump at each participating gas station where a portion of the proceeds is donated to charity. I was tasked with developing a new campaign to give this initiative a name and branding that would stand out at the station. 

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When I started thinking about a way to identify this pump from the others, the idea to lean into purple as a contrasting color from Shell yellow made sense. As we dressed this special pump, it started to take on it's own personality. The Giving Pump was born and was a huge success. It continues to run each year. The first year set a record for the most funds raised, and each subsequent year continues to exceed the previous year as the Giving Pump builds on it's recognition—and reputation.