“Our brief was to create distinctive, strong and complementary identities for each individual business within our portfolio whilst still retain the heritage of our founding company - and Think Studio have surpassed that challenge.”
MATTHEW JAENICKE, MANAGING DIRECTOR, VIKING MARITIME GROUP
Repositioning & Global Brand Strategy
In honour of its 30th year anniversary celebrations, Viking Maritime Group, one of the world’s leading maritime services companies, required a new brand identity for its portfolio of businesses including Viking Crew, Chiltern Maritime and the Maritime Skills Academy. The aim was to create a distinctive yet aligned brand experience between its individual businesses, as well define a shared group brand identity.
Following a period of fast growth and development, it was clear that we had a lot of positive messages and material to work with as Viking Maritime Group are leaders in their fields. This was complemented by an open-mindedness at board level where there was a collective acknowledgement that the 30th anniversary provided the perfect hook to refine and remodel the brands within the portfolio.
For all the companies operating within the group, we assessed their customer insights and what set them apart from their competitors and who they were hoping to attract to the business. From there, we could start to develop the individual brand visions and business narrative, leading to their visual identity with defined value and tone of voice, and then we were able to establish the lexicon and brand guidelines for each organization.
We subsequently created a new parent corporate brand, Viking Maritime, under which all the companies could be represented and were then in a strong position to create distinctive and strong identities for each business whilst still acknowledging the heritage of the founding company.
This progressive and highly collaborative project took place within a six-month timeframe and Viking Maritime now has the capacity to offer group-wide services to its clients including a wide range of multinational corporate customers.
- Distinctive group brand vision and strategy
- Creation of four new websites
- New customer-aligned business identities
- Common voice and understanding between all employees
- More effective marketing and media collateral