Project overview

ConnectSea

A brand identity redesign that turned an established operational product into an independent technology brand for port logistics.

ConnectSea was created to take over and expand DocsApp, a document-management platform already used across the maritime sector. As it became independent from Lachmann, the company needed to move beyond a provisional identity and present itself as a specialised technology brand for shipping lines, maritime agencies, terminals and other participants in the port logistics chain.

Working from the business, audience and market information supplied in the brief, I built the redesign around three ideas: global reach, the movement of the sea and connection. The new symbol brings these layers together in a circular, organic form, avoiding literal maritime imagery and giving the digital product a more distinctive presence.

The change also reached the verbal signature. “Connecting and Automating” described the operation; “Enhancing Global Sea Connection” expressed a broader ambition for the brand.

The concept informed the typography, colour, icons, image direction and composition, as well as guidelines, stationery, presentations, launch communication, digital presence and product applications. Together, these elements gave ConnectSea a consistent system for presenting itself as an independent company across different touchpoints.

Category: Brand identity redesign
Client: ConnectSea
Context: Grupo Blend (agency)
Industry: Port logistics technology
Role: Brand ConceptVisual Identity RedesignArt DirectionTaglineWebsite Design