Maersk Design & Branding WE ARE MAERSK.COM by LBi

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Industry Postal, Courier, Shipping & Freight services
Media Design & Branding
Market Denmark
Agency LBi
Creative Director Rasmus Frandsen
Released February 2012

Credits & Description

Category: Online Digital Design
Advertiser: MAERSK
Agency: LBI
Creative Director: Rasmus Frandsen
Interaction Designer: Toke Kristensen
Key Account Manager: Mikkel Havmand
Lead Creative Technologist: Dennis Green-Lieber
Creative Technologist: Mads Viktor Hartvig Hansen
Creative Technologist: Rasmus Elken
Interface Developer: Rasmus Bangsted Pedersen
Creative Developer: Klaus Mandal Hansen
Media placement: Website - - February 28 2012

Describe the brief from the client
Maersk recently launched the new corporate movie, ‘We are Maersk’, directed by internationally acclaimed director Christoffer Boe. We Are Maersk was shot across the world, from small box terminals in Vietnam and Nigeria, to enormous ones skirting Shanghai and Rotterdam and from oilrigs off Qatar and the North Sea.
Our brief was to leverage the digital potential of the movie to kick of a new storytelling platform which will expand over the next years.

Describe the challenges and key objectives
Maersk has been a leader in shipping for over a century. Despite its success, the brand is perceived as old-fashioned and has trouble attracting graduates and establishing itself as modern, open and innovative. Therefore Maersk is pursuing a new strategic direction that focuses on transparency and communicating to a broader audience. The site is part of this strategy.

Describe how you arrived at the final design
The site is a digital storytelling platform that supports Maersk's corporate website.
The site visualises the scale of Maersk worldwide and at the same time demonstrates that no matter where you are in the world, Maersk touches you in some way.
We pinpoint the user’s location on a world map, at the same time offer up bits of information about this location. From this, the user can dive into the films, graphics and stories. Throughout it all, we offer dynamic information that is based on where the user is and what platform is used.

Give some indication of how successful the outcome was in the market
In general, the shipping industry has a traditional and conservative way of communicating business-to-business messages. The messaging has been very technical and business oriented. The communication has been PR-driven and not focused on branding, storytelling and transparency. The use of digital media to convey the story of Maersk in an engaging manner is new. This has helped in supporting the new direction taken by Maersk, and in making them stand out from their competitors.