BP Biofuels Rebranding

The BP Biofuels portfolio of assets and market position was bolstered with the acquisition of select holdings and intellectual property. The Fifth Business supported this acquisition by overseeing much of change communication activities, as there was a need to target both existing and new employees. A considerable degree of re-branding was also required and it was important to ensure the branding was consistently put in place across various sites. The key challenge was creating a dynamic and visually interesting design that was on brand and delivered a consistent look and feel for the Biofuels business. It was critical that all of the branding and signage across their sites had a strong identity and gained buy-in amongst internal and external stakeholders. In addition BP had to ensure that new and existing employees were engaged in the change process, and they felt like they were a part of the BP Biofuels team.