ADVERTISING

Braemar

The Power of Human Expertise

Agency: ShopTalk

Description

London-based design and brand studio ShopTalk have rebranded Braemar Shipping Services to emphasise their purpose-driven, human-centric experience and place Braemar at the forefront of the shipbroking industry.

Paul Ferry, Director and Founder of ShopTalk says: “We’re proud to have partnered with Braemar on a new brand that modernises the conversation around the value of shipbroking. The brand we’ve created for Braemar positions the organisation as a leading challenger in the shipbroking industry and highlights the power of human expertise.”

Braemar are expert advisors in shipping investment, chartering and risk management. Every day, their integrated teams deliver creative solutions and tailored support for customers around the world, placing Braemar at the forefront of the shipbroking industry. In 2021 the organisation brought on ShopTalk to help them create a bold and recognisable visual identity for Braemar that would be able to grow and evolve with the brand. Crucially, the new Braemar brand elevates the organisation, confidently cementing Braemar’s role as the obvious choice for the discerning customer.

Coralie Carré, Design Director at ShopTalk says: “What sets Braemar apart from competitors is that the organisation’s approach genuinely integrates technical, financial and even engineering expertise into their broking teams, providing the most tailored of solutions to their clients. The brand, therefore, needed to communicate exactly why the experience is better with Braemar.”

The new identity also needed to highlight Braemar’s commitment to sustainability. “Energy transition is at the heart of what Braemar does and plays a permanent part in its business development,” says Carré. “And with sustainability missing tonally and visually across the industry, this was another key pillar to bring forward in the brand refresh – both to elevate Braemar’s reputation and to differentiate it from their competition.”

The result is an identity that carries a bold expression through its iconic brandmark and logo, typography, and vivid colour palette; as well as the use of graphic data visualisation that can be updated in line with the rapidly changing world.

By combining both bold and iconic assets (the brandmark, logo and vivid colour palette) with more dynamic and flexible graphic elements (graphic data visualisation and immersive photography), every touchpoint of the new Braemar brand has been developed to play a specific role and to reflect ShopTalk’s intention to elevate both Braemar’s expertise and attitude.

Carré sums it up: “Drawn together, the elements of Braemar’s new identity successfully positions Braemar as a future facing partner, and provides flexibility to evolve with the brand.”

Braemar’s new brand identity is now live across all touchpoints.

This professional campaign titled 'The Power of Human Expertise' was published in United Kingdom in July, 2022. It was created for the brand: Braemar, by ad agency: ShopTalk. This Content, Design, and Digital media campaign is related to the Transport industry and contains 5 media assets. It was submitted about 2 months ago.

Credits

Design and Brand Studio: ShopTalk

London & Partners

ADVERTISING

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