Clockwork Creative Company was invited by the Value Engineers to help conceive a new sub-brand for BP. Public perception of the BP PLUS European fuel cards brand was compromised by the European partners using their own individual concepts. BP's brief was to corale all of the Europe-wide material into one unified brand.

We spent a year working with BP European Cards Marketing and their business partners to produce a successful set of templates, including A4 brochures (BP PLUS generic, BP Fleetmove, BP Net invoicing) DL leaflets, press ads, exhibition graphics, web banners, e-newsletters and interactive brand guide plus various other promotional items.

The key requirement was to clarify the four distinct pillars of the BP PLUS product: control of spend, network coverage, tolls & road services and fuel expertise. This was effected by using colour coded icons.

The existing BP brand constraints are very tight and this posed many challenges when coming up with a fresh and workable new concept for the client.

The new templates were implemented in October 2013 and were very well received by BP and their European divisions.