RELAUNCHING
AN ICON

LOST IN A SEA OF SAMENESS

In a commoditised market, P&O Ferries was suffering from ‘me-too’ syndrome. With no clear brand promise and inconsistent service, it had become little more than a familiar name and logo with little substance. How could we change the brand’s mindset, re-engage staff and reinvigorate the relationship with customers?

RECOGNISE & RESPOND

We took a customer first approach. It was clear that P&O Ferries had long and respected heritage but that alone wasn’t enough. However it did have the potential to be a standard setter amongst a host of me-too brands. It rapidly became clear that P&O’s staff is its greatest asset. Engaging them and focusing on customers would make service a differentiator.

It was important to create a brand promise that worked across every point of engagement and communication in every situation – from online booking to TV commercials and onboard experience.

The idea of ‘Recognise & Respond’ delivered this – it’s a potent combination of empathy and common sense that builds on the brand’s desire to constantly improve customer service and unite people with a common purpose.

THE FACELIFT THAT LAUNCHED A THOUSAND SHIPS

Take a look at the colour palette of P&O Ferries’ competitors and you’ll see a uniform approach that focuses on red, blue and white. It’s as if the whole industry has run aground in one corner of the spectrum. It was clear we needed to create an identity that stood out and connected with people. It needed to be flexible, appealing to everyone from commercial freight companies to holidaymakers.

Our challenge was to humanise the relationship with customers and highlight the improved levels of service. The result was a colourful and engaging way of presenting the company as modern and confident. There is a charm and simplicity to the identity that is expressed through the vibrant colour palette and tone of voice. The logo was also updated to bring it into the 21st Century, with a sympathetic makeover that maintained the brand’s heritage.

A new approach to tone of voice brings ‘Recognise & Respond’ to life in the way the brand speaks not only in communications, but also for the staff who deal with customers on a one-to-one basis.

“We’re investing in P&O Ferries to reinforce our position as market leader. Calling has helped us develop our brand in a way that respects our heritage, while making sure it is fit for the future.”

JANETTE BELL, COMMERCIAL DIRECTOR