BP asked Origin to create a name for their new CO₂ neutralisation scheme for road transport. The scheme addresses the growing environmental concern among motorists who are not in a position to give up their cars but question their impact on the environment.

A name was required that communicated the idea of ‘doing the right thing’ rather than just ‘doing your bit’. Created by Origin, targetneutral is powerful and universally meaningful. The fact that the dot com was available is also a great asset and factored in the name selection. The name’s simplicity, tone and accessibility are its key strengths, communicating the core message of the brand and service provided.