Safety, service & success for SEACOR

SEACOR Holdings is a publicly traded holding company operating in the shipping and logistics business. The family of businesses delivers outstanding service and they wanted this to be communicated.

The Problem

The family of SEACOR businesses delivers outstanding service and they wanted this to be communicated consistently through a new brand strategy and identity. The greatest challenge was the simple fact that all of the businesses differ in terms of size, complexity and services offered, including one that doesn’t necessarily fit within the box of “shipping and logistics”. The solution also had to be easily transferrable to future acquisitions SEACOR might make.

The Solution

Jacob Bailey were commissioned to help develop a clear and distinct brand hierarchy for the family of businesses, an overarching brand message and visual identity that could be carried throughout all of the subsidiary brands, all while creating a clear distinction between the parent and sub brands.

We undertook a series of in-depth interviews with both internal and external stakeholders to understand current perceptions and attitudes of both customers and employees with regards to the current brand.

Armed with these insights, we then undertook a series of workshops and built out SEACOR’s proposition and a brand narrative, following by a full visual identity including imagery treatments and typography.

We went on to create nine new websites for SEACOR and the sub brands to reflect their updated brand positioning, visual identity and to represent how the companies sit as part of the SEACOR family.

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