Maritime

Global Maritime Rebrand

Seven Seas Group

Dubai, United Arab Emirates
INTRODUCTION

Seven Seas Group (former EMS Seven Seas) is a global maritime services group, operating in 18 countries throughout Asia Pacific, Middle East and Africa, Europe and the Americas, with a global network of 600 ports.

Operating in over 18 countries around the world with over 1000 employees, Seven Seas group faced a real challenge of streamlining and communicating the new brand and its mission to the internal and external audience 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 highly diverse employee background that required one Tone of Voice document that would be well understood by employees from various departments, educational backgrounds, as well as addressed any language barriers it may face.

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OUR SOLUTION

After analysing all company materials to date, JPd  highlighted that new brand of Seven Seas missed a comprehensive brand positioning that would fit within new corporate direction, capitalize on the company’s established expertise and engage internally with diverse professionals.

After undergoing 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, “Concierge of the Ports”, reflecting company’s integrated service offering and it’s concierge approach towards client needs.

Based on the approved Brand Positioning, team developed a comprehensive Tone of Voice document. Baring in mind highly diverse audience it will be shared with, Tone of Voice document had to elaborate in a simplest way possible how new Seven Seas brand should sounds like when it’s communicating either internally or externally with clients. Within the Tone of Voice guide, JPd outlined it’s key attributes, what they mean and don’t mean to avoid miscommunication due to translation process, along with tips and examples to address various usage of the messaging, be it HR process or handling a client enquiry.

Operating in over 18 countries around the world with over 1000 employees, Seven Seas group faced a real challenge of streamlining and communicating the new brand and its mission to the internal and external audience around the globe.

THE RESULTS

That is where JPd helped to develop a coherent brand positioning and Tone of Voice document that would help engage a highly diverse team of more than 1000 employees around the world, coming from a different cultural and educational backgrounds, along with a global portfolio of clients and partners.

Project scope also consisted of development of Employee Handbook, based on the Tone of Voice proposed by JPd, to help introduce the new brand and engage employees.

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 a recognisable offering across the world and it has also definitely resulted in a more unified feeling among our employees"

Ole Gulsvik, CEO of Seven Seas Group

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WHAT WE DID

Brand Strategy

Positioning Strategy
Brand Storytelling
Brand Values
Brand Personality

Naming & Verbal Identity

Tone of Voice
Copywriting

Brand Identity & Development

Brandmark
Visual Identity
Visual Asset creation
Art direction
Brand Guidelines
Employee Brand Book

Jpd is brand design and creative branding Agency in London, Dubai and Abu Dhabi. Specialising in brand strategy and rebranding.