![]() We wanted to redefine our message, redefine our look and find a new way to communicate with our existing customers, as well as the targeted audience, because we’ve got quite a significant level of ambition.” ![]() Along with BrandOpus, the two companies aimed at reinventing the significantly fragmented market, by creating a visual identity that offers a new perspective into the business, differentiating Inchcape from its competitors.Ĭhris Crookall, senior VP of global sales at Inchcape Shipping Services (ISS), says, “The main idea was to create a new brand identity but also to find a way of explaining what we do in a language that is a little less specific than the we used up to that point. John Ramskill, executive creative director at BrandOpus, says the objective was to “transform Inchcape into a technologically driven business and create a brand narrative and brand identity that would distinguish it within the shipping industry.”ĭespite the business of port management remaining fairly unchanged for centuries, Inchcape is at the forefront of change. Due to Inchcape’s strong presence in the shipping industry for over 170 years, a lot of thought and care put into the process. Shipping company Inchcape Shipping Services, part of Inchcape plc, has been working closely with established branding agency BrandOpus, to design a new brand strategy, positioning and visual identity. Around 90% of world trade is carried by the international shipping industry, the importance of which becomes apparent if one considers that without shipping, the import or export of affordable food and goods would not be possible. Shipping is not only one of the first sectors that ever existed, but it is also the least environmentally damaging form of commercial transport. Talking Brands, a tasting event with Transform magazine. ![]()
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