Tomorrowtoday campaign

The client

BP

The brief

In 2004, Ferrier Pearce were invited to tender for the design and implementation of a new look and feel for all pension communications within BP brand guidelines, including the redesign and initial rebuild of the BP PensionLine website. The objective was to improve the overall quality of communications and encourage better engagement and responses from membership.

The approach

We set about creating a bespoke pensions communications identity and developed the campaign name 'tomorrowtoday'.

This was combined with a suite of engaging lifestyle images set in context with BP's global branding colours to create a recognisable, consistent and trusted look and feel for their expansive suite of communications material. This also enabled them to convey their departmental 'personality' - open, warm, aspirational, with a dash of humour.

The outcome

PensionLine website won 'Best pensions website' award at the 2005 Professional Pensions Awards. PensionLine and other Ferrier Pearce designed communication pieces won two further awards at the 2005 NAPF and Professional Pensions Awards.

• Visit www.pensionline.bp.com

Quotation

"...the BP Global Brand team uses our pensions material as an example of best practice in its training to communication employees worldwide."

~ Steve Shaw, Communications Manager, BP UK Pensions