BP Biofuels Rebranding

The BP Biofuels portfolio of assets and market position was strengthened with the acquisition of select holdings and intellectual property. The Fifth Business supported this integration by overseeing much of the change communication activities, targeting both existing and new employees.

Rebranding was also required and this was applied consistently across all sites. The key challenge was in creating a dynamic and visually interesting design that remained 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 that they all felt part of the BP Biofuels team.