BRAND EXPERIENCES

bp’s Future of Fleet

bp’s Future of Fleet

bp & SGK’s united vision at ACT Expo

Las Vegas’ ACT Expo 2024 provided the ideal platform for bp to showcase its credentials and suite of fleet solutions, bringing together more than 12,000 industry peers at the world’s largest advanced commercial vehicle technology show.

Having secured a 30ft x 50ft stand, bp enlisted SGK, its trusted partner of more than 20 years, to transform the blank space into a living reflection of bp’s pioneering offerings, which are propelling advanced transportation technologies and fleets.

bp’s directive from the outset was crystal clear: create a purposeful stand that vividly demonstrates how bp is reimagining energy for people, providers, and the planet, driving net zero goals, and fostering a worldwide legacy.

The brief was also unique: integrating four critical bp brands – Castrol, TravelCenters of America, bp pulse, and Fleet Services – to showcase the unique solutions of each, while unifying their collective capabilities under the iconic bp brand.

SGK’s holistic approach was essential, drawing on our print, brand experience, and fabrication expertise. We set out to create an engaging space that not only educated attendees but also generated valuable leads and facilitated key conversations with influential stakeholders, all within a single show stand.



Messaging was also paramount, with each brand highlighting its solutions to support net zero targets. From EV adoption and infrastructure to truck repair and maintenance, clear consumer messaging was critical, with bp pulse, for example, planning to deploy in excess of 3,000 fast and reliable charging points by 2025 in high-demand US locations, such as airports, major metropolitan areas, and bp branded properties.

Our designers began by crafting sketches that guaranteed bp a prominent and highly visible presence at the expo, all while seamlessly integrating the client’s practical show requirements, such as a mini conference area.

Upon receiving bp’s feedback on the initial sketches, we produced a final design and upon approval, moved to the engineering phase. Our team presented graphic elements and placement ideas for sign off, while continually collaborating with the exhibit team to ensure a seamless installation at the Las Vegas venue. Effective communication and project management were critical to meeting the two-and-a-half-month project timeline, facilitated by regular meetings and strict adherence to approval windows.

Sustainability was an integral element of our fabrication, demonstrating SGK's dedication to eco-friendly practices. The use of water-based paints, for example, provided numerous advantages, including low odor and quick and solvent-free clean-up, while delivering excellent adhesion and color retention, ensuring vibrant visuals throughout the expo.



Our exceptional standard of delivery shone through. Our fabrication team meticulously executed the approved brief, realizing bp’s vision and commercial goals. The final stand was intricately fabricated, shipped, and installed within the strict timeframe.

This successful project exemplifies the synergy of three exceptional teams within the SGK family. It further embedded us as an integral partner for bp, who trusted us to execute their vision of establishing the brand as a leader in fleet solutions.

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