VBMS — Visual identity for the international expert in offshore cable installations
Services Interactive & Web, Print, Strategy, Naming & Tagline, Visual Identity
VSMC (Visser & Smith Marine Contracting) is the European market leader in offshore power cable installation, creating grid-to-grid connections for offshore wind farms and other facilities. Having identified VSMC’s potential and ambition for international growth, Boskalis became a 50% shareholder and an equal partner with VolkerWessels. Studio Dumbar was appointed to provide the strategic expertise and creativity required to launch the brand into the global marketplace.
We worked with the client to create a new name: a slight but relevant change to VBMS (VolkerWessels Boskalis Marine Solutions). The new name retains some of the company’s hard-earned equity while stepping away from its heritage. The strategy was simple: the company identity and the culture of VBMS are very powerful; there is a determined can-do mentality, accomplishing projects that are close to impossible. It was important to make this powerful personality palpable.
The word-mark is clear, solid and contemporary, with its distinctive ‘M’ dipping beneath the baseline to suggest grid-to-grid connectivity. Supported by a strong, sophisticated colour palette of black and silver (with brighter accent colours) and an improved approach to photography, the identity has been applied to everything from print and digital, to uniforms and vessels.
VBMS has risen to a position of leadership in the industry, and yet they continue to innovate and challenge. The new identity highlighted both sides of VBMS, indicating its strength as well as its unique, innovative character. This helped to transform market perception of the brand and, in doing so, boosted the pride of its employees. The identity also received a great deal of admiration from professionals in the design industry.