The brief for Bray St. from innovative SaaS shipping software company Shipnet was clear: build a digital-first brand that pays homage to its history while making a bold technology statement that fulfils its vision of the future. The strategy devised by Bray St. is a confident and comprehensive identity that enables the brand to stand-out in a sea of competitors and steers it for years to come.
The Norwegian-based company solves the problems of the modern shipping industry with a complete suite of cutting-edge solutions by managing the technical side of ships before they leave port, measuring their safety while at sea, and analysing how to improve once cargo has arrived. As a market-leading SaaS software brand, Shipnet required a strategic and creative partner to ready it for an adventurous new phase of its business, having recently developed significant technological advances and entering new markets. A voyage Bray St. was only too happy to be on-board with…
Covering all aspects of maritime operations, from safety to technical and commercial to procurement, Shipnet was looking for an agency to develop a similar 360-degree approach for its brand. In response, we delivered a strong brand position that was distinct and ownable; built a robust framework for product and messaging hierarchy alongside tone-of-voice guidelines; created an intuitive toolkit for delivering consistency across channel; developed a powerful website focused on sales and lead generation; devised a base for building equity value for the brand; and, ultimately, positioned Shipnet as the maritime industry’s technology leader in the market. Clearly, not just a branding brief, but one that included Bray St. at the heart of Shipnet’s critical business strategy.
Our approach was to launch into the task at hand with a thorough research and diagnosis phase. We hosted a series of strategic deep-dive workshops for a full immersion into the brand, competitor analysis and customer feedback data the resulting insights and our existing expertise enabling us to collate our findings and diagnose the problems. From here, we were well positioned to propose the solutions required by Shipnet for the next phase of its business, including a core piece of work centred around the brand framework. This would include the brand identity, value proposition, customer promise, product and messaging architecture, and visual and communication language guidelines, all of which are pivotal in the success of any brand.
With the brand framework set – rooted in research and strategy – we moved onto the tactical visual identity, a complementary and crucial aspect of any rebrand. This began with a comprehensive review of competitors and the general landscape – both in- and out-of-category for a completely holistic view – to create a clear and unique visual language to support messaging. This included everything from a new logo – which cuts through the noise and makes a bold statement – and a refreshed colour palette, to a suite of ownable new fonts, a family of flexible graphical elements and guidelines around imagery and photography.
With the core foundations of the brand now created and already resonating with customers, we’re now moving into an exciting new phase of partnership with Shipnet, including critical strategic planning for facilitating ongoing growth and its rapidly advancing technologies. As a genuine business partner, supporting every step of the day, and an integrated extension of its team connecting stakeholders, we have helped set a bold new direction for this innovative SaaS business. And we’re proud to say that we’ll be there to collaborate on the next big milestone.
Daniel Dagher, founder of Bray St., says: “With no branding work undertaken for Shipnet for the past 10 years, the agency team and I had a blank canvas for creativity, working with stakeholders within the business to ensure it aligned strategically. The brand position we have developed looks and feels completely unique, providing the foundations for Shipnet to grow, complete with guidelines for the internal team to drive consistency going forward.”
Jenny Duffy, Head of Marketing at Shipnet, adds: “Daniel and his team at Bray St. turned our brand positioning around in less than seven months – which is quite the feat! – from initial workshops through to strategic and creative development and asset production and sign-off. Ever-agile, creative and professional, they became – and continue to be – an integral part of our growing business.”
CEO Aden Hopkins concludes: “Creating a sympathetic brand for Shipnet that reflects our technical innovations while honouring our rich history was no easy feat, but Bray St. took a challenging brief and completely ran with it, devising a strong visual and tonal language that sets us up for hyper growth and future success. As an authentic and engaged agency partner, we can’t wait to enlist their expertise and experience in the next phase of our development. Onwards and upwards!”
Discover how Bray St. can build a digital-first brand that delivers on a position and grows equity with every interaction for your business and customers