The visual work was undertaken by London and Kent-based Think Studio, a leading creative agency specialising in brand and digital.
To facilitate its expansion throughout the maritime industry, Viking Maritime wanted to create a distinctive yet aligned brand experience between its individual businesses, as well as facilitate a shared group brand identity. In response to the brief, Think Studio envisioned a new parent corporate brand, Viking Maritime, under which all the companies could be represented.
The leadership team at Viking Maritime participated in Think Studio’s brand EnVisioning Programme, which enabled the design agency to ascertain customer perceptions and market insights. This helped to shape the creative process and ensure that the visual identity had commercial appeal.
The brand transformation resulted in aligned visual identities, four new websites, and marketing collateral for Viking Maritime and its three core businesses. The 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, which includes a wide range of multinational corporate customers.
Matthew Jaenicke, managing director at Viking Maritime, commented, “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.
“One of our core brand attributes is that our customers can refer to all our companies at various touch points in their careers - from starting a cadetship to finding jobs to maritime training and professional development – and we believe that the united and revitalised positioning will enable us to attract and develop more talent and expertise within the global maritime industry.”
Alex Ridings, CEO and founder of Think Studio, added, “It was an absolute pleasure to work with Viking Maritime as they are leaders in their field with a refreshingly open-minded approach to change. We are extremely proud of the results as Viking Maritime now showcases an aligned outlook which befits the company’s status and ambition.”
The final piece of the Viking Maritime brand journey also included the re-naming and visual identity of Viking Recruitment to Viking Crew to reflect its business proposition progression, offering many wider maritime crew services – placement, management and deployment.
Viking Maritime’s re-brand also coincides with the creation of a new internationally focused website capable of serving the rising quantity of candidate applications received every month. The new website offers a mobile app-style experience for candidates visiting the site from anywhere in the world – even at sea.