Crafting the Brand of a Leading Maritime Business Built on People and Planet
Fleet Management Limited (Fleet), headquartered in Hong Kong, is one of the world’s largest independent third-party ship management companies, overseeing a diverse fleet of over 650 vessels and employing more than 27,000 seafarers globally. With a steadfast commitment to safety, innovation, and sustainability, Fleet delivers comprehensive services, including technical management, crew training, newbuilding supervision, and marine insurance, while championing seafarer wellbeing and advancing decarbonisation efforts across the maritime industry.
Navigating the Next Chapter
Marking their 30th anniversary, Fleet saw an opportunity to refresh their brand, clarify their proposition, and set direction for their next phase of growth and development. Their people-centred culture and deep sustainability commitments already set them apart, however, these strengths needed a sharper emphasis in a crowded market. We worked with Fleet to craft a brand that unites their values and business strategy while enhancing market differentiation.
Powered By People
A refreshed proposition highlights Fleet’s people-centred, responsible approach to business and sustainability principles. From here we developed a modern visual identity, comprehensive brand guidelines and website. A concise set of principles—shaped through engagement with leadership and key clients—translated trust, transparency and seafaring heritage into a coherent design system and content approach. The website brings their story to life through intuitive UX, robust information architecture, on-page optimisation, and sustainability-rich content.
From Identity to Impact
Fleet has adopted the new identity and guidelines across key applications, with the website as their flagship brand presence, establishing a clear, consistent expression across all priority touchpoints.The identity and content framework are grounded in Encompass, Fleet’s sustainability strategy, so every execution aligns naturally with day-to-day operations, turning principles into practice without adding complexity.
