Though one of the foremost legacy brands in Nigeria, it has a notorious history of being the only major Nigerian brand to have changed ownership and rebrand four times, hence making this particular exercise attract the attention and curiosity of industry watchers.

In the years following British Petroleum’s indigenization and subsequent change of name to AP, the AP brand became popular across Nigeria. It became a huge part of everyday people’s lives as it was seen both in cities and rural areas, with bus stops named after the brand. The brand evolved to Forte Oil many years later, yet, more than ten years after it rebranded, the Forte Oil stations were still called AP. It was a legacy brand that became part of Nigerians’ lives.
A critical challenge with the deal reached between both companies was IP ownership and non-usage of the existing brand name Forte Oil. Arden & Newton was tasked with a somewhat complex brief to develop a bold new brand strategy that connected the brand to its heritage and legacy while positioning for the future of energy in Africa. This strategy must be crystalized with a new name, vision, identity, and service experience design.

- I worked with the strategy team to define the brand's personality, archetype, and values.

- Worked with the creatives to design a new writing style consistent with the new brand strategy.

- I also led the brand training for the company's brand champions (Ardova-X) - select managers and staff to serve as drivers of change management within the organization.

- Led the team of creatives to develop and execute a sustainability-inspired brand campaign for World Environment Day 2020.