In 2016, Wilh. Wilhelmsen ASA decided to re-evaluate their brand portfolio, and put out a global RFP with the goal of defining a new brand strategy, identity, and brand architecture.
Simplifying future growth
The main goal was to rig the corporation for future growth and to simplify the brand structure to enter a new era. The task at hand was to analyze the Wilh. Wilhelmsen ASA brand in order to develop a strategy and identity that made the group’s substantial transformation and growth ambitions possible.
Wilhelmsen ASA is a massive global operation, with 25.000 employees servicing more than 50% of the worlds’ shipping companies in more than 125 countries. This company has organically grown into an organization with multiple entities and a more and more complex organization, resulting in many individual divisions, silos within operations, marketing and brand. All the while aggressively focusing on growth and innovative technologies.
The company was ready for simplification, a focused master brand strategy and revised architecture and M&A tool - all to enable future growth and positioning efforts.
Strengthening a global position
The master brand Wilhelmsen was developed and subsequently launched internationally, and positioned along with a new identity, new core narrative, brand story, and platform. Throughout the process, senior reps of of XY01 were leading the project, working in close collaboration with Snøhetta and the client, to secure a holistic approach to the new strategy.
The result was a substantial reduction in the number of brands, and a transformation that shifted the focus from product to solution on a global scale.
A revised and simplified brand architecture was developed, and a clear and simple “playbook” for future M&As and company sales processes implemented. The newly developed strategy and identity is implemented globally, and plays a significant part in shaping Wilhelmsen’s future endeavors.
XY01 currently works with the different divisions to help implement the master brand strategy in both internal and external scenarios that demand a holistic perspective on structure, governance and positioning.