BP – Sustainable Performance Book
BP is a British multinational oil and gas company headquartered in London, England. It is the sixth-largest energy company by market capitalization, the fifth-largest company in the world measured by 2012 revenues, and the sixth-largest oil and gas company measured by 2012 production. It is one of the six oil and gas “supermajors”.
In order to increase the (high) standards of its employees the company wanted to create a program with a clear identity, easily distinguishable from the company’s other communications. The program had to be as engaging as possible and really resonate with the target audience.
Using BPs commitment to motor racing and action sports as the inspiration, we developed a visual system that references both the dials on a car’s dashboard and the precision of a stopwatch. Combining these graphic elements with energetic sports photography and reportage photography of the company’s employees, we created a distinctive, yet familiar identity, with an energetic feel.
The identity was then rolled out across a wide variety of media, online and in print.