The Casper Group Brand

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.

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.

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.

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.

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.