Admiralty – “Put your faith in God and your trust in the Admiralty Chart”
The UKHO is the leading and largest hydrographic office in the world. Its navigation products and services carry the brand name Admiralty. Much loved and respected amongst the seafaring community, Admiralty dates back to 1795. The challenge the organisation faced was the worldwide transition from paper charts to digital navigation, bringing new technologies, working practices, new competitors and routes to market.
We worked with The UKHO to first help achieve consensus about what it was that made Admiralty different and, then, express it as a clear and distinctive new identity that would help to strengthen its position in the market.
Working closely with the Admiralty senior team (Message Mapping), we helped to develop a new Admiralty brand promise, “Assurance”, and created a new brand identity that expresses the trust that Admiralty’s customers have in Admiralty products and services. The new identity is now being rolled out across 70 countries worldwide and applied to Admiralty’s 300+ product lines.
Here’s what that looks like:
In addition, collaborating closely with the marketing team we have helped to develop a new communications framework, featuring strongly evidence-based messaging and supporting collateral, for Admiralty to tell its story through. The new communications programme leverages both the organisation’s knowledge and its commitment to maritime safety, and focuses on the issues and challenges that affect shipping companies worldwide.
Level 1) example, in 20 seconds… knowing the seafarer’s world…
…being the enduring standard as well as embracing the future, in essence understanding the seafaring psyche.
Exemplified, through their everyday experience (reminding them why they trust Admiralty)
Engaging customers with issues they recognise
If you prioritise your audience you can focus upon addressing the things they find most interesting…
Reorganising products and services in the way that customers think is logical
-which may not follow the way you’ve always done things in the past!
A programme of around a year, (10 weeks of which were spent inside the organisation).