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

After purchasing their American competitor, BP needed to redefine their brand to show up differently for their consumers. Working with their retail team, I was a key design voice that transformed this global brand to better reflect their brand’s mission moving forward all while attracting new customers. With it’s updated graphic and dimensional brand elements designed to be more amenable to a broader audience, a new store-within-a-store approach to retail spaces focused on bringing their private label products to life and an innovative CMF strategy centered around sustainable finishes and materials, BP was able to seamlessly enter a new century with a meaningfully renewed consumer experience.

DEVELOP NEW ENVIRONMENTAL GRAPHIC BRAND AND BRANDED PRODUCT EXPERIENCES FOR BP CONVENIENCE STORES & GAS STATIONS

SOFTER GRAPHIC DIRECTION CREATES “STORE WITHIN STORE” FEEL FOR ENHANCED CONSUMER EXPERIENCE

INTERIOR CABINETRY, BRAND IDENTITY AND STORE LAYOUTS

BRAND DIRECTION FOR STORE AND SITE RETROFITS

PROTOTYPE STATION FEATURING COLOR, MATERIAL AND FINISH DIRECTION

EXTENSIVE BRAND GUIDELINES ENSURES GLOBAL BRAND CONSISTENCY