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Why the Dealership Experience Still Matters
In our 2024 automotive report, we surveyed U.S. consumers who recently purchased a new vehicle, to uncover the dealership’s role in today's landscape.
bp pulse
As the auto industry accelerates its transition towards low carbon vehicles, bp sought to redefine the electric vehicle (EV) charging experience with bp pulse—its dedicated EV charging brand.
RETAIL EXPERIENCE / ARCHITECTURE / ADAPTATION
Opportunity
bp pulse needed a comprehensive site design standard that would seamlessly integrate its refreshed brand identity, while providing flexibility for locations globally. The business was looking to create a kit of parts to deliver site formats that addressed the evolving needs of EV drivers.
The Change
Our approach focused on developing a holistic, customer-centric environment with a complete ecosystem of services and amenities. We crafted a new kit of parts that defines the bp pulse site experience, ensuring consistency while allowing for scalable adaptation across sites.
The bp pulse identity was embedded in bold color, intuitive signage and wayfinding, forecourt layouts, and charger graphics, reinforcing the brand presence while enhancing navigation.
Recognizing the need for comfort during charging, we also reimagined a self-serve lounge concept—an inviting space designed for convenience and relaxation, elevating the guest experience.
Impact
By blending technology, innovation, and hospitality, bp pulse now has an industry-leading EV experience. With a branded experience that’s both cohesive and adaptable, they’ve begun rolling out their new environment worldwide, setting a new benchmark for EV site design.
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“ChangeUp’s energetic creativity and passion really shine in their work for bp.”
KIRBY MEINDL
Global Director of Site Design and Experience, bp
