BP convenience store Signage
When I joined bp’s US Convenience team, I was part of the group responsible for signage across our retail brands, including TA, Thorntons, and ampm. As Lead Designer for ampm, my first objective was to bring all signage design in house from an outside agency.
From my experience in sports betting design, I learned that strong promotions drive engagement. In convenience retail, most brands run the same offers negotiated with partners like Coca Cola. The difference lies in how you present them. That became our focus: clarity, hierarchy, and impact.
We built a cleaner, more consistent visual approach that emphasized the offer first, supported by bold imagery and clear messaging. It simplified production, made promotions easier to update, and most importantly, customers actually noticed them.
The results spoke for themselves. The new signage drove stronger promotional performance and gave the brand a unified, confident look that finally stood out from the visual noise.
Art Direction | Strategy | Concepting | Layout
The first thing we noticed when received materials from the agency was how overwhelming everything looked. The signs were loud, crowded, and visually exhausting. If you have ever walked into a gas station store, you know the feeling; products shouting for attention, colors everywhere, signage covering every wall and door. It all blended together until nothing stood out.
That was our cue to start fresh. I led the effort to rebuild the entire signage system from the ground up, creating a design language that could adapt to any store, any size, and any promotion. The goal was simple: make signage that actually sells.
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