BP: Retail Store & Site Development

Art Direction | Visual Merchandising Design | CMF Design | Graphic Development | Manufacturing Liaison

Direction: Redefine BP’s retail presence following a major American competitor acquisition to reflect an evolving corporate mission and resonate with a broader, modern consumer base. The goal was to develop a bold, future-facing environmental strategy and visual identity spanning the store, canopy, pumps, and franchise touchpoints that balanced global consistency with localized flexibility.

Design: Engineered a comprehensive brand system anchored by a pioneering store-within-a-store model, which allowed distinct category zones—such as beverages, candy, and cooler areas—to stand out while preserving overall spatial cohesion. Developed an integrated Color, Material, and Finish (CMF) strategy emphasizing durability and sustainability, paired with rigorous graphic development and manufacturing liaising to ensure ease of production across thousands of locations.

Dividend: Delivered a landmark, enduring brand transformation featuring comprehensive guidelines that have remained foundational for more than 25 years. This initiative demonstrated the lasting power of scalable design leadership, successfully modernizing a global energy brand's physical footprint and driving long-term commercial value across its retail network.