Challenge

BP’s Emerging Business and Ventures (EB&V) division used its venturing experience to support young businesses and technologies which might go on to become of strategic interest to BP. Although the division primarily operated externally in a broad, complex and innovative world, it was nonetheless critical that EB&V connected internally with teams within BP. A clear identity and supporting collateral were required to enable the business unit’s offer to become more widely recognised.

Insight

EB&V’s role was to support other BP business units, but there was a perception that they were too focused on research and their external partnerships. We recognised that the division needed to more clearly show its relevance and value to internal stakeholder at BP.

Action

We created an identity and narrative that, whilst distinct, was more closely aligned to the BP corporate identity, language and strategy.

As a new unit, EB&V’s initial focus was on talking to potential internal customers and advocates. As well as a clear story, we worked with the team to develop a style of engagement that demonstrated they worked with a responsive entrepreneurial spirit and looked to shape solutions with others.