BASECREATIVE
Brand Design and Marketing Communications for a diversified conglomerate
Client
Caravel Group
Project Type
Brand Creation and Management
Marketing Communications
Website
Industry
Fashion
Luxury
Consumer Goods
Retail
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Background
The Caravel Group is a newly established conglomerate with three primary operating units. As a new brand with multiple service offerings, The Caravel Group asked Base Creative to identify its brand architecture and to provide clarity to the organization and marketplace.
Challenge
As a newly launched conglomerate, The Caravel Group faced two challenges: first was to unify the brand voice throughout their worldwide market, and second to remain clear and differentiated amidst the diversified service offerings.
For any new brands, it is important to first define their sense of order, purpose, and direction. Our objective for Caravel Group was then to achieve logic and clarity of offerings, which can help to guide the organization’s growth over time.
Business Strategy
The Caravel Group’s proposition is about providing synergy across industries, allowing seamless execution for businesses to take full advantage of global opportunities.
Branding Insights
Positioning The Caravel Group as the conglomerate that is “structured for success”, we made the new brand globally relevant to both the corporate and consumer sides of the business.
To counter a lack of differentiation and confused positioning of the business offering, we created a portfolio structure under one unified logo that can be best understood by the masses.
Caravel Group’s identity, focused on a globe-shaped ocean, represents the company’s global scope of service offerings and its extensive responsibilities. The visual system was applied to marketing materials, stationery, and promotional items.
As an established conglomerate, Caravel operates with a number of main business areas. As the scale becomes larger, the company increasingly needs to provide clarity to the customer and a portfolio structure that can be best understood clearly and concisely.
We developed a brand architecture and nomenclature system to tie the parent brand to its sub-categories – Asset Management, Resources, Maritime – all under the same umbrella brand of Caravel Group.
Caravel is a new corporation with a solid foundation and a leadership position. However this needs to be communicated in a consistent manner, coupled with a strong impression that they are well seasoned and possess a wealth of knowledge.
We recognized Caravel’s new spirit of leadership. From this insight, we crafted the brand DNA elements, including agility, newness, and experience, which reflect Caravel’s vision of being a young but formidable player in the market.
Many of the industry’s players lack a user-friendly and easy-to-browse website. This restricts many of the stakeholders’ depth of interest and understanding. To increase the brand’s recognition and clarity, we need a website that ties strongly to Caravel’s business needs.
We helped consolidate and articulate Caravel’s operations under one website, delivering a brand story that drew on the brand's DNA and positioning as an industry leader.
To raise awareness of the brand’s comprehensive transformation, which includes brand architecture, brand strategy, and its distinctive business areas, we helped to create a new visual system that is ready to distribute within its client base.
Reinforcing their position as a new player with a strong foundation in the market, we helped to create a visual system that can be deployed in a wide array of formats. As a result the company’s clients and employees can quickly pick up the new brand image.
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