Boskalis — Creating new horizons for the leading dredging and marine experts
Services Visual Identity, Naming & Tagline, Print, Strategy, Interactive & Web
With a huge fleet and over 14,000 employees across six continents, Boskalis is one of the world’s leading maritime service providers. With a dated identity and a lack of cohesion across communications, Boskalis appointed Studio Dumbar to refresh and reorganize its visual identity. Strategically, we advised them to: capitalize 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 the tagline to ‘Dredging and Marine Experts’. We simplified their existing mark, retaining the recognisable blue and yellow semaphore flag; a simple crown was added for the holding company. We introduced a unified system for brand communications, with confident typography and a new approach to photography. With the horizon line as the focal point of each photo, several images can be connected to reflect Boskalis’ integrated services and a ‘horizon without limits’.
Seeking to share this impressive array of international projects with key stakeholders - clients, shareholders, suppliers, staff and press - Boskalis invited Studio Dumbar to develop a magazine: Creating New Horizons.
We advised Boskalis to publish both online and print editions, offering the best of both worlds to their stakeholders. The annual print edition introduces new projects and stories, whilst the twice-yearly online edition provides more in-depth information, as well as a platform for videos and additional content. The online edition is responsive and therefore available on desktop, tablets or smart phones: like Boskalis, it has a mobile, international scope. The design language supports the brand personality with high quality images, bold typography and a strong colour palette reflecting Boskalis’ position as a global market leader.