Creating a Welcoming Brand Experience
The redevelopment of The Mariners in Tsim Sha Tsui has created an opportunity to strengthen and enhance the value provided by The Sailors Home and Mission to Seafarers. Operated by the organization, The Mariners serves as a hospitality hub for seafarers, their families, and the maritime community, while further supporting Hong Kong’s shipping and tourism industry.
Leveraging a Rich Heritage
With a purposeful mission to protect and support seafarers by providing a “home away from home”, The Mariners has a proud history, a strong presence, and support to global seafarers and the maritime community for over 150 years.
By providing modern welfare services, pastoral and spiritual support, and authentic Hong Kong experiences, The Mariners creates shared value for the wider community.
A Welcoming Brand Experience
Inspired by the sea, its new brand identity applies across marketing communications, digital applications (including a Member App), and touch points, and branded touch points at church services.
The shapes, forms, texture, and colours of the distinctive identity also provided inspiration for the interior design of accommodation amenities.
We also designed seafaring-inspired identities for The Gallery and Signals bar and restaurant.
Positioning
We defined The Mariners’ warm and welcoming brand positioning, ‘Your home away from home’, along with their personality, crafting a warm brand story for all audiences and communities.
A new website reflects the refreshed identity, offering a streamlined user experience with intuitive navigation and seamless access to their booking platform, ensuring a smooth journey for seafarers and their families.
The website was launched alongside The Mariners’ newly revamped hotel building in August 2025, further enhancing their mission of providing a warm and welcoming “home away from home” for the seafaring community and their families across Asia.
