Branding a family of ship builders.
The San Francisco Bay is one of the world’s most beautiful and busiest ports. And there’s one company that keeps it running. The Bay Maritime Group.
From ship repair, to boat yards, to propeller blades and supplies, Bay Maritime has been at the forefront of servicing ships, yachts and boats in San Francisco for over 25 years.
When Bay Maritime came to DDW, their identity system was fragmented and out of date. The company had grown organically and through acquisition, so each of their 10 separate divisions utilized different names and very different identities. This caused mixed messaging and confusion for customers and even their employees.
Their challenge to DDW was to create a new cohesive brand identity system that unified the company and modernized the brand.
Our strategy team developed a strategic framework for the Bay Maritime brand story – anchored in their expertise as boatwrights, technicians and craftsman and their passion for anything and everything nautical.
The DDW design team then created a handsome identity system that unifies the company’s many divisions under a single banner. We then extended their new system across their organization by developing collateral, signage, employee uniforms, vehicles, and advertising.
DDW’s new strategic solution evokes a forward-looking company that is disciplined and professional, while celebrating their important maritime heritage as the ‘keepers of the flame’.