With a huge fleet and over 14,000 employees across six continents, Boskalis is one of the world’s leading maritime service providers. Boskalis appointed Studio Dumbar to refresh and reorganise its visual identity, adopting a ‘one brand’ strategy while introducing consistency and coherence across a vast range of touchpoints.
Strategically, we advised them to: capitalise on their name and brand equity; reposition the brand as a company of knowledgeable experts; and communicate their integrated services. Having simplified the name – from Royal Boskalis Westminster N.V. to Boskalis – we changed their pay-off from ‘International Dredging & Marine Contractors’ to the clearer, more purposeful ‘Dredging and Marine Experts’. For the branding, we developed the concept of ‘Creating New Horizons’, which has since become the campaigning slogan for Boskalis.
We simplified and updated the existing mark, retaining its recognisable blue and yellow semaphore flag; a simple crown was added for the holding company. Confident typography and a new approach to photography played an important role in the new identity design, all focused on communicating the ‘Creating New Horizons’ concept. With the horizon line as the focal point of each photo, several images can be connected to reflect the integrated services offered by Boskalis.
The new identity introduced and enabled a ‘one brand’ strategy for Boskalis as well as new positioning. Instead of a fragmented portfolio with different companies and brand names, Boskalis now has a harmonised brand architecture, which succeeds in both contributing to and capitalising on their reputation.
Seeking to share their impressive array of international projects with clients, shareholders, suppliers, staff and press, Boskalis invited us to develop a magazine, Creating New Horizons. We advised Boskalis to publish online and print editions. The annual print edition introduces new projects and stories; the twice-yearly online edition presents more in-depth stories, videos and additional content. Responsive and therefore available on desktop, tablets or smart phones, the online edition has a mobile, international scope – just like Boskalis.