It was not a simple logo redesign and re-launch strategy. In many ways that would have been simpler. Our approach was to carefully craft core brand messages that paid tribute to the past but also projected Wallem into the future, then integrate these messages into marketing and communications, across paid, earned, shared and owned media.
A Brand Story book was developed that presented the core messages under four pillars:
Heritage • Diversified • People • Progressive
Based upon these messages, a brand proposition tagline was developed to reposition the brand within the industry:
Delivering Maritime Solutions
Although considered at great length, a decision was made NOT to redevelop or change the 110-year old brand mark logo but to retain this alongside the new messaging, proposition and visual identity platform, thus preserving the history but setting a direction for the future.
Wallem has seen an impact of the corporate brand redevelopment project across its entire business, with significant improvements in the marketing of integrated services across its various divisions to increase share of voice from existing customers and acquire new relationships. “Since implementing our Corporate Branding project with BlueCurrent, we have had a tremendous response from the market both in terms of general awareness of the Wallem brand, but more importantly our clients improved understanding of the diversity services we provide under the Wallem brand. The rebranding project has also had a huge impact internally in helping promote inter-divisional cooperation and cross selling of services,”said Nigel Moore, General Manager Business Development of Wallem Group.