The work was undertaken by London and Kent based Think Studio, creative agency specialising in brand and digital.
As Viking Maritime expands the aim was to create a distinctive yet aligned brand experience between its individual businesses, as well define a shared group brand identity.
Think Studio responded to the brief by creating a new parent corporate brand, Viking Maritime, under which all the companies could be represented.
Four new websites
The brand transformation resulted in freshly positioned and aligned visual identities, four new websites plus marketing collateral for Viking Maritime and its three core businesses - Viking Crew, Chiltern Maritime and the Maritime Skills Academy.
The 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.
Matthew Jaenicke, md at Viking Maritime comments, ‘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.
Appealing to cadets
Positive results have already been posted says Jaenicke: ‘For example, Chiltern Maritime’s website now has a bounce rate of under 1%, having previously been 70%, and it is evident that this is due to the new identity, tone and messaging which is appealing to our cadets.’
He continued, ‘One of our core brand attributes is that our customers can refer to all our companies at various touchpoints in their careers – from starting a cadetship to finding jobs to maritime training and professional development – and we believe that the united and revitalized 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, said, ‘We became fully immersed in all aspects of the organisation, including simulating jumping off a ship in an emergency evacuation, to gain a greater understanding of the company and its culture plus we interviewed customers and clients, past and present, to ensure that our solution delivered both commercially and creatively.’
Viking Recruitment re-branded to Viking Crew
The final piece of the Viking Maritime brand journey also included the re-naming and visual identity of Viking Recruitment to Viking Crew which reflects its business proposition progression today 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 will offer a mobile app-style experience for candidates visiting the site from around the world.