We were asked to create a brand strategy, design style and staff engagement program for the new Be Fuelcards brand in partnership with BP.
The key insight for the fuelcard market is there are multiple competitors with similar propositions and same way of presenting themselves.
We developed the brand strategy, bringing clear space to their proposition – no longer just a fuelcard but a travelcard too.
In a marketplace defined by conventions, we worked with the Be Fuelcards team to shake it up with a fresh illustrative style and bright, fun aesthetic – reflective of the business’s culture and making the staff a key pillar of the design strategy.
The branding work has been a large contributor to what is a huge success, with Be Fuelcards generating a £500 million annual turnover within three years.