Bapco

Empowering progress

Revitalizing a historic pioneer

Issue

First to discover oil in the Arabian Peninsula, Bapco has always been a pioneering force in both the energy sector and the region. Bapco wanted to play a positive role in ensuring greater economic security and helping to ensure future growth, employment and prosperity—something which is critical to stability in the region and beyond. Bapco partnered with us to evolve for a new phase of its history; to develop a brand that would have a unifying effect internally, and to portray a clear and consistent offer to the broader world.

Insight

Built on extensive research and engagement with Bapco leadership and representatives across their 1,500-strong employee base, we developed a brand strategy that laid the foundation for how the company communicates verbally and visually. A simple, clear articulation of Bapco’s purpose, “Bringing energy to the world for the enduring prosperity of the Kingdom of Bahrain,” served as a platform for a new brand voice and values. And the “Empowering Progress” tagline amplifies Bapco’s forward-looking and substantial role. We also crafted a visual identity that works as a shorthand for all Bapco stands for—with a proud projection of Bahraini heritage and a clear nod to the Kingdom’s national color.

Answer

We helped reinstate Bapco as a leader and a progressive world player. Bapco’s modern, dynamic brand is complemented by a strong and consistent voice and visual style across all touchpoints. This has brought practical benefits—helping to avoid duplications and inaccuracies for internal and external communications and marketing deliverables. The brand evolution has made collaboration easier –one Bapco, with one common purpose.

Working closely with leadership, we developed an extensive employee engagement program to drive the new purpose and values into the company culture.

A stylized rendition of the original Bapco drop icon brings freshness, energy and simplicity. Charged with a sense of movement, dynamism and proud projection of Bahraini heritage, the new visual identity conveys a clear nod to the Kingdom’s national color, dressed in a distinctively contemporary style.
The design system encompasses brand graphics that help to convey Bapco’s unique voice and a proprietary image library that portrays optimism through the use of bright colors and natural light. We deployed the new identity across every touchpoint of the new Bapco brand experience, from its website and other digital assets to vehicle livery, PPE and even Formula 1 endorsement.