“We need the international brand to commit global technology and financial leaders, successfully pursue corporate strategy and enhance corporation’s capitalization”.[30] According to The Wall Street Journal, rebranding[31] is designed to make the corporation more open.[31] The corporate rebranding project was implemented by Apostle, a strategic communications center, and Ilya Oskolkov- Tsentsiper, founder and co-owner of Winter, a UK agency. Graphic design was developed under supervision of Hazel Macmillan[37] (British Airways is among her latest projects.) The website was developed by SomeOneElse, a UK-based agency which projects include HSBC, Land Rover and BBC.