Bapco
Empowering progress
Revitalizing a historic pioneer
Challenge
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.
