A new identity for what was British Petroleum. The look and feel displays BP's commitment to alternative fuels and an emphasis on being a global energy provider. Many people worked on this project. Over two years I led the corporate identity team for the launch of this brand. My involvement included the development of the overallĀ  look and feel and included all elements of launch and implementation for BP including: formal guidelines, print literature, advertising, brand engagement program, supporting brands (BP Solar, BP Chemicals, ARCO, Castrol). brand hierarchy strategy, livery program, uniforms, digital, web, environments and brand training.

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