What was the goal?

To localise BP’s successful New Zealand 2Go brand for the Australian market by creating a unified, scalable retail identity for independent BP operators—one that could elevate customer experience, drive commercial performance, and strengthen BP’s footprint in convenience retail.

Solution:

United Convenience Buyers (UCB) was charged with developing the BP 2Go offer for Australia, and I was appointed to lead the entire initiative. My role spanned every aspect of the project—from brand creation to national rollout.

1. I began by designing the visual identity of BP 2Go for Australia, including signage, colour palette, store layout, and customer experience principles. This was a ground-up build with no existing framework.
2. I led the research and development of the in-store offer, curating the product mix, merchandising strategy, and promotional framework to suit Australian consumer preferences while maintaining BP’s brand integrity.
3. I managed the prototype site at Wetherill Park, NSW, overseeing everything from architectural planning and interior fit-out to staff training and launch execution. This site became the blueprint for the national rollout.
4. I then directed the implementation of BP 2Go across 100 independent sites, coordinating with BP and UCB to ensure consistent execution, stakeholder alignment, and operational support. This included site assessments, contractor management, brand compliance, and ongoing refinement based on performance data and dealer feedback.

Results:

The BP 2Go rollout delivered transformative outcomes for BP, UCB, and the independent dealer network:

1. I helped establish a unified brand presence for BP’s independent sites, enhancing customer recognition and trust across the country.
2. I delivered a scalable retail model that could be adapted to diverse site formats—from metro service stations to regional outlets—without compromising brand integrity.
3. I empowered independent operators with a structured offer, centralised buying power, and promotional support, enabling them to compete more effectively in a crowded market.
4. I executed the rollout with precision across 100 sites, setting a new benchmark for retail transformation in the fuel and convenience sector.
5. I helped align BP and UCB in a strategic partnership that created a powerful ecosystem of support, innovation, and commercial discipline.

Summing up

This wasn’t just a brand launch—it was a full-scale retail transformation. I took a concept, reimagined it for a local market, and delivered a national rollout that continues to shape the independent convenience landscape in Australia.

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