Navigating a rebrand for a sector leader

Overview

For over 50 years, Lloyd’s Maritime Academy has been the respected maritime training company, with prestigious institutional partnerships and a name synonymous with centuries of British maritime history.

They needed to retire their crest that sat alongside the logo, differentiate in an increasingly competitive market, and adapt to the demands of a younger, more diverse workforce who want convenient ways to learn and the ability to plot their own rapid progress.

Fit for the future

Our starting point was to define a new value proposition; “training that’s designed for, and around, the global maritime workforce of the future.” This speaks directly to the aspirations of a self-motivated audience who are looking for lifelong-learning, not simply training.

Brand language

The new visual language sets out to express the constant forward motion and progression that learning offers. The brand language centres around a dynamic ripple as a graphic device; with each new ripple representing a new learning and opportunities that are opening up. Learning isn’t linear; it brings you into contact with many new skills and people. As your experience grows, it affects other colleagues and organisations.