Vessul: Making waves in marine and energy travel
BRAND / MARKETING STRATEGY
LOGO DESIGN / VISUAL ID
BRAND GUIDELINES
COPYWRITING
ART DIRECTION + DESIGN
SOCIAL / MARKETING
WEBSITE / PLATFORM DESIGN
“Done it again. Another brilliant branding project with (hug). You delivered above and beyond on strategy, messaging and creative for what is an extremely complex industry. (hug) helped us launch our brand new platform into the world, educate our audience and stand out as well. Just like with the TapTrip rebrand, you understood our vision and helped us achieve and improve upon it. I’d kiss you if I could! ★★★★★”
Helping marine and energy crew get where they need to go.
World-changing offshore industries. Complex logistical challenges. One brand new technology to blow marine and energy travel out of the water. After a successful rebrand of TapTrip, the team brought us on board for their next venture: Vessul.
Built specifically for the marine and energy travel sector, no other sophisticated tech exists in the space that Vessul is now streamlining. So, we had to communicate something new and exciting to educate and delight the offshore industries who are crying out for the functionality and ease of use this new travel platform offers.
The main challenge faced when building the Vessul brand was finding a way to seamlessly fit the team’s warmer, people-first approach into a very to-the-point corporate industry. Following in-depth research into the insider world of marine logistics, we championed a brand focus that encompassed what this new technology does for those in the industry.
our
strategy
'Empowering people, not replacing them'. The Vessul platform is not designed to remove people from the logistics equation; it's designed to make their lives better and to help them feel equipped to perform at their best. And while all technology claims to be the best, only the most user-friendly and genuinely valuable platforms gain market share. That’s why this USP needed to come across through both the visual and verbal identities of the brand, appealing to everyone involved in the travel booking process, from offshore crew members and managers to Travel Management Companies.
Visual
identity
Being one of the first to market gives Vessul first-mover advantage, but that also meant they needed to boldly lead the way, not rest on their laurels because of a lack of competition. Growth in the space is inevitable, so critically their visual identity needed to be powerful, instantly recognisable and designed with longevity in mind.
The logo is subtly shaped like the front of a ship with an arrow dynamically placed to embody the movement and on/off nature of offshore travel. It also incorporates the shape of a ‘V’ for its namesake, and we found linking these three elements to be key in creating an iconic brand for visibility in the industry.
Vessul’s brand is built to cut through the corporate realm — symbolising the platform’s state-of-the-art technology — while still respecting the serious industry it operates within.
Tone
of voice
In order to communicate effectively with our target audience and instil a sense of excitement for the future of the industry, getting our tone well-balanced was key. We chose to maintain a to-the-point tone of voice, combined with people-first language that puts individuals at the heart of the story.
Our direction for messaging outlined the benefits that travel bookers are crying out for, while the copy positioned Vessul to be a new horizon for offshore travel and inspired action from its audience. Every word, headline and call to action demonstrates how the Vessul brand was designed to reflect the cutting-edge beauty of a platform perfectly designed for an important, people-first purpose.
