Despite being a driving force in the Bahraini economy, Bapco was deemed governmental, old-fashioned and plagued by sectarianism. In addition to that, it faced stiff competition from more agile regional players. Bapco knew that it was time to tell its story. Guided by research insight, we positioned it as the dynamo of Bahrain’s economy and an enabler of future prosperity in the kingdom. The creative solution took inspiration from the region’s rich visual vernacular and delivered a concept that articulates the idea of ‘generating possibilities’.
Inspired by Bahrain’s national colours and geometric motifs, we created a language of interchangeable shapes that can be reconfigured to allude to the brand voice of bright, open and substantial as well as suggest the concept of generating possibilities for both internal and external audiences.
A bespoke Arabic typeface was cut to match the bold simplicity of the western headline typeface, creating a seamless experience across languages.
We delivered a new photo library that heroes Bapco’s people as well as highlighting Bahrain’s world-class infrastructure. The images reflect the brand’s optimistic view on the world as well as the Kingdom's warm way of doing business.
Bapco’s rebrand was enthusiastically received by internal and external stakeholders as well as positively reviewed by the marketing press in the UK, Middle East and the US. The recognition culminated in a Gold win at the Transform Awards MENA 2016.