From Inherited Identity to Strategic Clarity

Brand Strategy & Identity Project

Oil & Gas Sector

Disclosure - Project Developed as part of the role at Matrixx Solutions

Insight

Project Context

Agentive was born from a high-stakes joint venture between bp and Sumitomo Corporation of Japan - a global supply chain platform designed to disrupt legacy procurement systems in energy and industrial sectors.

brand challenge

The brand visual identity had been initially developed but lacked the clarity, depth, and coherence required to support effective communication and strategic rollout.

my role

My role was to lead a strategic brand refresh - ensuring the brand didn’t just look good but communicated with precision, clarity, and confidence.

impact

This foundational work became the launchpad for all subsequent communications and business development efforts.

Strategic Lens

Discovery

This project was anchored in strategic discovery - not design for design’s sake.

Every brand element, from identity to tone, was shaped to support stakeholder alignment, business ambition, and cross-cultural understanding between bp and Sumitomo. Strategy dictated the system - visuals simply brought it to life.

Objectives

What Success Needed to Look Like

Brand Audit & Evaluation

Evaluate and pressure-test the existing Agentive brand for clarity, differentiation, and strategic alignment

Scalable Strategy Definition

Define a full brand strategy that could scale across global teams and audiences

Identity System Foundations

Create the foundations for a cohesive visual and verbal identity aligned with bp and Sumitomo's stakeholder ambitions

Approach

Structure, Substance, and Story

step 1

Gap Audit & Brand Discovery

Assessed existing brand assets and surfaced misalignments that blocked future comms development.

step 2

Stakeholder Alignment

Led a series of structured interviews and brand exploration exercises with cross-functional leaders from BP and Sumitomo to understand expectations, ambitions, and cultural nuances.

step 3

Strategic Framework

Built a brand strategy covering mission, vision, values, brand personality, audience mapping, and messaging architecture.

step 4

Visual Identity Direction

Partnered with design leads to ensure the identity system (logo, colour palette, typography) embodied the brand's strategic intent - innovation, intelligence, and confidence.

step 5

Documentation & Handover

Delivered a strategy playbook and verbal identity guide used by marketing, comms, and design teams for consistent rollout.

Impact

Results That Made the Difference

Visual Identity Direction

Enabled clear articulation of Agentive’s purpose and market positioning, crucial for stakeholder engagement and leadership confidence

Investment Readiness

The refined brand positioning directly supported successful comms around a £ 70M investment into platform development.

Foundation for Launch

The strategy laid the groundwork for subsequent marketing, product onboarding, investor decks, and internal adoption across North Sea, AGT, Gulf of Mexico, Oman, UK and US regions.

testimonials

Adrianna brought an impressive depth of expertise and a fresh perspective to our brand and communications strategy. She helped us articulate our value proposition clearly, and unified our leadership team around a cohesive vision and mission. She didn’t just create a strategy, but reshaped how we understood and presented our brand externally and in the broader bp organisational structure.

Darren Meredith

Agentive (bp platform) CEO

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