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Brand identity

Joint Maritime Security Centre

The challenge

The newly established Joint Maritime Security Centre (JMSC) asked us to create an overarching brand identity. The brand needed to encompass their pillar organisations – showcasing their distinct roles in maritime security as well as their integral interconnection.

As a new organisation, the key challenge was to establish confidence and credibility in JMSC within a crowded and complex maritime security landscape – managing and understanding a range of stakeholder needs and concerns.

The audience needed to clearly understand the many interconnected maritime threats our country faces. Only by understanding the scale of the problem would JMSC’s value be evident – paving the way for long-term audience engagement and collaboration in maritime security, with a durable brand that allows pillar organisations to feel aligned yet autonomous.

Our solution

We started with research, examining JMSC’s position in the wider maritime sector and conducting interviews and surveys with stakeholders. We learned there was a low understanding of JMSC’s role and the threats it works to mitigate. Addressing this, therefore, would be key to success.

We carefully mapped our priority audiences, the messages we wanted to convey and the actions we wanted to inspire. From this we were able to develop a comprehensive brand voice, including a shared purpose and values for JMSC and its pillar organisations. This laid the groundwork for the design elements, with the clear purpose – ‘Securing our seas’ – visible across materials to remind audiences of JMSC’s crucial role.

The brand is clean, professional and adaptable. It positions JMSC as the trusted authority in maritime security so it can speak with a single voice to government and keep our seas safe.

Computer screen mockup showing the maritime branding. The words on the computer screen read: What maritime threats do we face?
Three sample pull-up banners showing the maritime branding. Each one uses the headline 'securing our seas'
Mockups of a wire-bound notebook, mug and pin badge featuring the maritime branding. The notebook and mug have the words 'securing our seas' on them.
Suite of icons for the maritime branding. The icons depict a boat, globe, eye, UK outline, warning triangle and a target symbol. They are in white lines on a dark blue background.

Project summary

Joint Maritime Security Centre
Create a brand that would articulate JMSC’s value in the maritime security sector
Ministers, stakeholders and the public
Brand guidelines, animation, presentation content, communications strategy, email signatures, business cards

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