The newly established Joint Maritime Security Centre (JMSC) asked us to create an overarching brand identity. The key communication challenge was to establish confidence and credibility in JMSC within a crowded and complex maritime security landscape. The audience needed to clearly understand JMSC’s remit and value, and pillar organisations needed to feel included while retaining a level of autonomy. 

We started with research, examining JMSC’s position in the wider maritime sector and conducting interviews and surveys with stakeholders. We learned there was a low understanding of JMSC’s role and the threats it works to mitigate. Addressing this, therefore, would be key to success. We carefully mapped our priority audiences, the messages we wanted to convey and the actions we wanted to inspire. From this we were able to develop a comprehensive brand voice, including a shared purpose and values for JMSC and its pillar organisations. This laid the groundwork for the creative design elements, with the clear purpose ‘Securing our seas’ visible across materials to remind audiences of JMSC’s crucial role. 

The brand is clean, professional and adaptable. We used Adobe software as a digital notebook to experiment and adapt our ideas and used Illustrator, After Effects and InDesign to create the suite of assets.

Our work helps JMSC address their key communication challenge - their new brand gives them authority and credibility to speak with a single voice to government and keep our seas safe.