When BP Amoco formed an entirely new company with a new brand and logo in 2000, the corporate culture remained a disparate environment composed of various proud heritages.
To effectively disseminate news about a much larger and more complex company, BP needed to promote its new brand attributes in a way that would help unify all employees. The solution was to develop a publication to promote BP’s new brand to employees.
BP’s new brand
Beyond magazine’s four central themes were built around the company’s values and mission to be progressive in its business processes, green through its environmental commitment, innovative through its use of technology and performance driven by meeting or exceeding financial targets. Embracing the new BP brand would help employees assimilate into a new culture as BP grew as “an energy company, going beyond.”
To make a decentralized organization feel unified, the publication communicated important business information and made employees understand that they were a part of a company, not just a business unit.
Editor Joe Massucci developed a visually appealing full-color flagship publication with an innovative flavor that delivered in-depth business coverage. The name “Beyond” reflected BP’s brand tag “an energy company, going beyond.” BP’s brand elements were incorporated into the publication’s design and layout so the four themes around the values would resonate with readers.
Beyond magazine offered a balanced account of onshore and offshore articles denoting best practices, new projects and HSE milestones, and community event recaps. BP launched a publicity campaign to promote the publication to local and regional employees.
Design and production
BP received much kudos for issuing a publication that shared important business unit activity reflective of how the company was living its brand commitment. Managers received accolades for their highlighted projects, and business unit leaders began to engage in a healthy competition to promote their team and team’s onshore or offshore projects in the publication.
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