Rebranding the world’s oldest Shipping P&I Club
Background & Brief
There are only 13 Shipping Protection & Indemnity Clubs in the world. Britannia was the first, established in 1855. It was also the most prestigious with a reputation for exceptional service, however they were also perceived as old school and old-fashioned.
Change was needed to maintain and improve Britannia’s position in the hierarchy of the International Shipping Community.
Brand Cooke was commissioned to produce an in-depth Brand Audit and Strategy Paper, which led to a total rebrand of the Club.
What We Did
Gary spearheaded our rebrand, moving us from ‘traditional but dusty’ to a striking and effective image that has enabled us to better project ourselves whilst preserving our core values.”
Andrew Cutler, CEO, Britannia P&I
Our primary focus was to reinforce the heritage of Britannia P&I, without it appearing old-fashioned. There was much discussion on how the Club would be described and we evolved the simple but effective strapline…
We established the Club’s values by integrating them into simple statements using P&I which reinforced Britannia’s connection with Protection & Indemnity – Prestige & Integrity, Precise & Informed, Professional & International, Prudence & Investment, People & Initiative. These values became the heart of the identity, the linking ampersand graphically inspired by the plimsoll line, becomes a B for Britannia when reversed.
A three part ad campaign launched the new Britannia brand identity in consecutive issues of the Tradewinds newspaper
We produced an extensive Brand Guidelines (over 100 pages) for internal guidance and third party suppliers.
A corporate gift that perfectly reflects Britannia’s brand and culture
Since its launch in May 2017, Britannia has had one of its best years. Many changes have been made in the brand culture and operations of the Club which looks to be setting course for not only the most prestigeous but the Finest P&I Club in the world.