From its Hong Kong origins of 1866, Hutchison Port Holdings Limited had firmly established itself as the global ports category leader. To reaffirm its leadership position, and to signal its continued commitment to partners and customers, a global rebrand was a strategically important next step.
The rebrand centred on UNITY; a set of values shared across 48 ports and 30,000 people, and which underlined the Group’s commitment to operate as a true global network. Over a period of 18 months, we worked closely with the Group’s global brand team to deliver every element of the rebranding process – including renaming and repositioning, evolving the logo and brand identity, and rolling out the rebrand across the Group’s diverse Business Units.
We have been working with the Group since 2012, when we embarked on a positioning project for Port of Felixstowe, the UK’s largest container port. Following the success of Port of Felixstowe, we helped reposition and create new identities for more ports in the network, in countries including Saudi Arabia and Tanzania, and created positionings and launch materials for new terminals opening in Oman and Pakistan.
Our work with the Group is ongoing, and covers everything from mitigating against threats from competitors, internal communications, the creation of strategic communications plans and corresponding collateral, across both print and digital.
Behind the Scenes