wilhelmsen group: global rebrand
In 2016, Wilh. Wilhelmsen ASA decided to re-evaluate their brand portfolio, and put out a global RFP with the goal of defining a new brand strategy, identity, and brand architecture.


The main goal was to rig the corporation for future growth.

The task at hand was to analyze the Wilh. Wilhelmsen ASA brand in order to develop a strategy and identity that made the leader group’s and shareholders’ substantial transformation and growth ambitions possible.


Wilhelmsen ASA is a massive global operation,  with 25.000 employees servicing more than 50% of the worlds’ shipping companies in more than 125 countries. This company has organically grown into an organization with multiple entities and a more and more complex organization, resulting in too many individual divisions, unnecessary silos within operations, marketing and brand, all the while aggressively focusing on growth and innovative technologies.

The company was ready for simplification, a focused master brand strategy and revised architecture and M&A tool - all to enable future growth and positioning efforts.


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.

who to talk to

CEO, brand & growth specialist


+47 92 88 01 11‬


  • Insight
  • Brand strategy
  • Positioning
  • M&A brand rules
  • Brand architecture
  • Tagline / core narrative
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