BP

Brand as a beacon of change

When CEO Lord John Browne outlined his strategy to turn BP into a more responsible energy provider, he needed a brand to match. The emotionally resonant positioning 'Beyond petroleum' signaled a new direction; it was an idea employees could embrace and customers could respect. It boosted profits and public admiration and helped BP weather the publicity storm created by the Deepwater Horizon disaster.
BP by Landor & Fitch
BP by Landor & Fitch
BP by Landor & Fitch
BP by Landor & Fitch
BP by Landor & Fitch
BP by Landor & Fitch
BP by Landor & Fitch
BP by Landor & Fitch

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Building some of the world's most agile brands
LG
Design Director
Keith Lucas
Strategy Partner