25.000 employees
All rigged for future growth

A global rebrand

In 2016, Wilh. Wilhelmsen ASA decided to re-evaluate its 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 The Brand Project 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 was implemented. The newly developed strategy and identity are implemented globally and play a significant part in shaping Wilhelmsen’s future endeavors.

The Brand Project 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.

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