Tools used
The challenge
How do we humanise the brand for an award-winning systems-design house?
Smart Green Shipping
Brand Identity | Web design | Manifestation
Smart Green Shipping (SGS) have spent the last 30 years combining their nautical expertise with high-tech engineering - their ‘FastRig’ - a lightweight sail which can be retro-fitted to existing vessels - aims to cut global shipping emissions by 20%. They define themselves as ‘high-tech and human in harmony’. This people-first approach deliberately set them apart from their corporate competitors. We helped them create a new brand to reflect this.
Previous Identity
New Identity
We re-imagined their identity with people-power at its heart. Using digitised artwork created with the help of local school children, we developed brand collateral and messaging that became literal interpretation of the ‘winds of change’. The visual language has been rolled-out across website, documentation and even a thirty metre high FastRig prototype.
Evolution, rather than revolution, guided us to an outcome that was thoroughly, and warmly endorsed by staff during consultation sessions. To support the roll-out we’ve designed a simple online brand-hub which contains a versatile assortment of ingredients ready for design teams to use - enabling the new identity to flourish.
Behind the scenes
" It's been an exciting challenge on a fast-paced schedule. The energy and spirit Di and her team have brought to the brand have been very much reflected in the visuals "
Robin - Senior Designer
