Create a new corporate identity for Caledonian MacBrayne ferries that reflects a more modern and inclusive organisation that feels exciting and rewarding, and a brand that reflects the best that Scotland has to offer to travellers, commuters and locals. Brand associations would include - amazing sights, inspiring destinations, reliable and safe crossings, and a welcoming service.
Post-rebrand, a summer 2018 relaunch/promo campaign will aim to attract record customers to travel with Calmac and experience its unique service.
Researching the company, it's values and the community it services played a large part in the development of this new corporate identity. Drawing from the spirit of community and the flag of the Scottish Isles, a new logo and colour scheme was designed in order to achieve a modern feel without compromising the values of the company. The colours, blue and yellow as well as the wave form are inspired by the flag of the Outer Hebrides
The launch of the new identity would coincide with World Oceans Day 2018. A beach clean-up would be organised in the run up to the re-launch, items collected would then be used to create a guerrilla campaign featuring a large whale installation at the port. Launch day sees harbour-side and on-board markets with local produce and craft from all the islands serviced by Calmac.
Maledonian MacByrane was shortedned to Calmac as this is how they are known locally and it is also more memorable for visitors. The upgrade also sees the addition of a ferry pass, branded merchandise and mobile ticketing services.