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Seven Seas Group (former EMS Seven Seas) is a global maritime services group, operating throughout the Asia Pacific, Middle East and Africa, Europe and the Americas, with a global network of 600 ports.
After being purchased by the US-based company, Supreme Group, one of the key priorities of Seven Seas was to bring some stability to its employees, create a unified culture, as well as streamline its operations, to be seen as one global company with one voice, instead of a sum of different regional companies.
What we did
> Brand Strategy
> Tone of Voice
> Brand Identity
> Brand Guidelines
Operating in over 18 countries around the world with over 1000employees, the Seven Seas Group faced the real challenge of streamlining and communicating the new brand and its mission to internal and external audiences around the globe.
The new company direction had to be communicated to the employee and customer base over 600 ports around the globe. Senior management of Seven Seas had concerns over a highly diverse employee background that required one Tone of Voice document that would be well understood by employees from various departments, and educational backgrounds, as well as addressing any language barriers it may face.
After analysing all company materials to date, the Jpd team highlighted that the new brand of Seven Seas missed a comprehensive brand positioning that would fit within the new corporate direction, capitalize on the company’s established expertise and engage internally with diverse professionals.
After undergoing a series of stakeholder interviews, gathering information from the customer’s and partner’s survey, along with market and competitive analysis, Jpd team analysed Seven Seas' new marketing strategy document to propose a unified direction for the brand, reflecting the company’s integrated service offering and its concierge approach towards client needs.
Based on the approved Brand Positioning, the team developed a comprehensive Tone of Voice document. Bearing in mind the highly diverse audience it will be shared with, the Tone of Voice document had to elaborate in the simplest way possible how the new Seven Seas brand should sound like when it’s communicating either internally or externally with clients. Within theTone of Voice guide, Jpd outlined its key attributes, what they mean and don’t mean to avoid miscommunication due to the translation process, along with tips and examples to address various usage of the messaging, be it HR process or handling a client enquiry.
The new company direction had to be communicated to the employee and customer base over 600 ports around the globe. Senior management of Seven Seas had concerns over a highly diverse employee background that required one Tone of Voice document that would be well understood by employees from various departments, and educational backgrounds, as well as addressing any language barriers it may face.
A successful brand launch in London proudly presented a new vision of the Seven Seas Group.
“Externally, the rebranding has probably gotten the most attention and we are happy to see the engagement with our new brand has been fantastic, from both customers and employees. This was the first step for Seven Seas to get are cognisable offering across the world and it has also definitely resulted in amore unified feeling among our employees”
Ole Gulsvik
CEO of Seven Seas Group
“Only positive feedback from customers and employees”
Theo Reichert
CEO of Supreme Group
He also mentioned that Seven Seas Group can say they are on the right track and a much stronger company now. With still a lot of work to do, the company has been hearing positive customer feedback and the constant increase in sales volumes says it all.
Transform Awards MEA
Bronze Award Winner
Best use of brand tone of voice
