The master brand Wilhelmsen was launched, and positioned along with a new identity, new core narrative / brand story, and brand platform.
Throughout the process, representatives of XY01 were the project leads, working in close collaboration with Snøhetta and the client, to secure a holistic approach to the new strategy. The result was a substantial reduction in the number of brands, and a transformation that shifted the focus from product to solution on a global scale.
Moreover, we developed a revised and simplified brand architecture, and a clear and simple “playbook” for future M&As and company sales.
The newly developed strategy and identity is implemented globally, and plays a significant part in shaping Wilhelmsen’s future endeavors.