Casper

Grouping a fleet of maritime services under one brand

Client

Casper Group

Project

The Casper Group Brand

Services

Brand Strategy, Brand Identity, Design, Digital, Marketing

Sectors

Maritime & Logistics, B2B & Professional Services

Grouping a fleet of maritime services under one brand

The Brief

As Casper continues to experience consistent growth and new business acquisitions, they needed an aligned brand story and identity which showcased their scale, reputation and full service offering. As well as visual elements, this included the key role of rationalising its architecture, defining its proposition and crucially, unifying disparate divisions into one cohesive family under the Casper banner.

Background

Since 1872, Casper has delivered a comprehensive shipping and maritime service with a professional and personal approach. Drawing on vast experience to offer a proven, ever-ready service, they blend the best of international scale and independent spirit. They also pass on their knowledge to the community, helping to shape future careers through extensive social commitments.

The Solution

Following an extensive DISCOVER phase, we defined Casper as an ever-ready guardian informed by 150 years of experience. They’re ready to offer strong intuitive support when things are going well and a calm, rapid response if things go wrong. Their approachable hands-on sensibility allows them to solve problems creatively, practically and quickly. But most importantly, there was one thing we heard time and time again — they are always there; always ready; always responsive; always present; always available. This unlocked the ALWAYS ON proposition.

Grouping a fleet of maritime services under one brand

The Brief

As Casper continues to experience consistent growth and new business acquisitions, they needed an aligned brand story and identity which showcased their scale, reputation and full service offering. As well as visual elements, this included the key role of rationalising its architecture, defining its proposition and crucially, unifying disparate divisions into one cohesive family under the Casper banner.

Since 1872, Casper has delivered a comprehensive shipping and maritime service with a professional and personal approach. Drawing on vast experience to offer a proven, ever-ready service, they blend the best of international scale and independent spirit. They also pass on their knowledge to the community, helping to shape future careers through extensive social commitments.

As Casper continues to experience consistent growth and new business acquisitions, they needed an aligned brand story and identity which showcased their scale, reputation and full service offering. As well as visual elements, this included the key role of rationalising its architecture, defining its proposition and crucially, unifying disparate divisions into one cohesive family under the Casper banner.

Following an extensive DISCOVER phase, we defined Casper as an ever-ready guardian informed by 150 years of experience. They’re ready to offer strong intuitive support when things are going well and a calm, rapid response if things go wrong. Their approachable hands-on sensibility allows them to solve problems creatively, practically and quickly. But most importantly, there was one thing we heard time and time again — they are always there; always ready; always responsive; always present; always available. This unlocked the ALWAYS ON proposition.

video

High alert

We wanted to come up with an appropriate visual metaphor that could symbolise the ALWAYS ON proposition, as well as act as a symbol or even a monogram for the brand. By fusing the idea of around the clock attention with high awareness, we created a radar sweep that could easily double as a stylised letter C. This sweep also became the core of a flexible circular grid, allowing us to create dynamic layouts that further enhanced Casper’s distinctive look.

Casper Brand Images
video

High contrast

Early on in the process Casper told us that blue is everywhere in maritime branding. It is the default so unless we were doing something radical with it, they’d rather we avoided it. Instead we looked at the colours of alert, colours that have the highest contrast and symbolise warning or readiness. This is why we arrived at the distinctive core palette of black and yellow, something that not only stood out but also had a rationale behind its use.

Casper Brochure Front Cover
Casper Brochure Spread
Casper Brochure Spread Intro
Casper Brochures Front Covers
Casper Logistics Brochure Spread
Casper Chartering Brochure Spread
Casper Brochure Locations Spread

We are unified

While previously falling broadly under the Casper umbrella — at least in an ownership sense — each division had its own history, reputation and visual identity. One of our first tasks was to rationalise Casper’s brand hierarchy, which was key to finding and informing their future business strategy. It soon became apparent that the overarching Casper Group should take precedence with divisional elements positioned below, followed by services. This was achieved through adaptations of the top level brand, with divisional specific colours adding structure and clarity, while elevating the wider brand presence in-line with already established divisions.

Casper Brand Hierarchy
Casper Logistics Van

Stronger together

To strengthen Casper’s digital footprint, we designed and built a new website that reflected their restructured brand hierarchy. The platform placed focus on the Casper Group as the master brand, with dedicated sites for each division. While the top level site carried group wide messages and information around history and CSR, individual pages focussed more on each division’s specialisms and unique services.

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Casper brand guidelines.

Built on heritage, driven by progress

Casper has weathered every kind of storm imaginable. From the lows of The Great Depression to the boom of the offshore industry, through the Rip-Roaring 1920s and the uncertainty of a global pandemic in 2020 — Casper’s excellent service and reputation has never wavered. With history and heritage dating back to 1872, we helped Casper celebrate its 150 year anniversary by designing a celebratory logo. Developed from the existing ‘high alert’ identity, this shines a light on a key milestone that reflects confidence, assurance and peace of mind for customers.

Casper 150 logo.
Casper 150 book.
Casper pin badge.
Casper business cards.
“The brand work undertaken by Better was a catalyst for our business and has helped take Casper Shipping from an effective, profitable regional business to a corporate, national structure with multiple operations. Revenue streams have seen a 60% growth on turnover over two years, with a further 15% growth predicted for the current financial year.”

Michael Shakesheff

Managing Director, Casper Group

What was the impact?

60
Growth on turnover over two years
15
Growth predicted for the current financial year