Riding the waves – 100 years of service, courage and advancement
Reaching the grand old age of 100 is no mean feat for any business. When BP Shipping formed in 1915, the world was embroiled in an all-consuming war, the car was still in its infancy and television hadn’t been invented yet. So, it seemed only fitting that a business that is still thriving 100 years later should mark this moment in style.
BP Shipping approached Steed Design to help do just that. The team was looking for an identity and luxury coffee table-style history book to celebrate this extraordinary achievement. The challenge was to create a look and feel that honoured this remarkable past, while reflecting an organisation that, 100 years later, prides itself on progressive, bold thinking; that embraces innovation and diversity all while operating in some of the most challenging environments on our planet.
“Good design and competitive pricing are the least I expect when commissioning a design agency. But outside of the standard line items, it’s the responsiveness and collaboration that Steed Design does really well. Phil invested himself fully in not only understanding the brief, but also in the success of the entire campaign and sister projects. In truth, Steed Design and their suppliers simply felt like an extension of my own team – and that’s about as good as it gets. The design process was thorough and always collaborative and Phil was always adaptable when it came to leadership requests and pitches.”
We knew we needed to create something special, so our first task was to dive into some thorough research to help us develop an iconic, timeless identifier. We drew on a variety of influences, including mechanical drawings and descriptions of the environments in which BP’s ships operate. A selection of our initial concepts is shown here on the right. Working in partnership with BP Shipping and the global brand team we eventually created a bold, yet simple, paredback asset that we believe will stand the test of time for at least another 100 years.