BP

Future Potential

What does the digital future look like for a globally recognized brand that is a pillar within their industry? BP’s marketing division approached OWDT to request our recommendation for a unified and more up-to-date design strategy.

All storied brands reach a point where they must decide how to shed their previous aesthetic, one that is subconsciously recognized, universally, and appoint a new aesthetic that shows progress without loss of identity – web implementations are brand-sensitive decisions.

Our design strategy sought to make the information more digestible. By applying various font sizes we emphasized priority and order of information. Increasing line heights induced a more forgiving view for the user. These adjustments collectively improved legibility. The macro portion of our strategy was to adopt a modern touch visually, maximize the pixels on the page real estate, and appoint imagery with stronger associations to the content. The end goal: make the visit memorable.