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Delivering a refreshed brand identity and impactful communications strategy that directly communicates NORVIC's mission

The Impact

  • A clearly differentiated brand position in a traditionally commoditised sector
  • Updated visual and vocal brand identity across all assets
  • A proactive comms strategy delivering greater presence in industry media, social media, events and awards

Norvic Shipping

NORVIC is strengthening its position as an international and innovative ship operator in the dry bulk and tanker markets. Established in 2006 the company has experienced rapid growth based on bringing an alternative, agile approach to delivering shipping services.

The Challenge

Bulk shipping is a complex, commoditised business. For over a century it has also been dominated by a handful of Scandinavian-based bulk operators who own and operate their own fleets. As a relatively new entrant to the market, NORVIC wanted to establish a brand that outwardly reflected its modernised, simple and transparent approach to business; nurturing strong, in-person relationships in key shipping hubs, operating a relatively ‘asset light’ model to find the right ships, for the right cargoes at the right time, and bringing in the best talent from the bulk industry to lead the company.

Our Impact

BLUE has directly communicated NORVIC’s identity and mission to the market. Brand and creative developments, including a rebrand, updated communications strategy, and direct creative design elements showcase NORVIC as competitive, strong, and committed. It’s the one-stop shop for transparent and reliable shipping operations around the world.

NORVIC now has a greater presence in traditional industry media (e.g. Tradewinds, Lloyd’s List, Dry Bulk International, Splash), achieved through a combination of proactive news announcements and C-suite interviews. A dedicated blog series highlighting the calibre of the leadership team also leveraged NORVIC’s 47,000 LinkedIn followers boosting engagement and driving traffic to the website. NORVIC’s CEO, AJ Rahman, has featured as a guest panelist at events including Maritime CEO Singapore and Geneva Dry. In November 2023, Mr Rahman won ‘Entrepreneur of the Year’ at the Dry Bulk International Awards.

Our Approach

NORVIC worked with BLUE to refresh its brand positioning and begin a pro-active communications strategy to become a more active voice in the industry.  A perception audit, including interviews with key clients and wider stakeholders, delivered clear insights into what sets NORVIC apart as a brand; delivering straightforward bulk shipping services that clients can rely on.

Our proposed re-positioning emphasised NORVIC’s approach to making dry cargo transport and logistics services simple – through the tagline ‘Straight Forward’. Uncomplicated services add real value and differentiate the service provided by NORVIC to the market. The organisation’s transparent and reliable approach to shipping operations is highlighted through the new brand sign-off: ‘No surprises. No problems. No frills’.

Simplicity and clarity throughout design elements enforces NORVIC’s identity and mission. Our in-house creative team worked with NORVIC to streamline the overall brand concept and guidelines. These key elements were then applied to overhaul the brand logo, website, corporate video and social media pages – with further addition of print and digital ads upon re-brand launch.

In tandem, BLUE developed a set of corporate messages and examples to bring to life NORVIC’s growth journey, its ambitions and points of difference. We implemented a highly focused programme of traditional and social media engagement, and events and awards targeting.

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