V.Group

How do you bring consistency to a complex brand portfolio?

 

Sometimes success brings unexpected challenges. That was certainly the case for V.Group, one of the world’s largest marine services companies. Ambitious, well funded and with a clear strategic plan, V.Group had grown almost too rapidly since its creation in 1984, acquiring company after company in order to extend its geographical reach and range of service.

 

As a result V.Group was a group in name only; the reality was a collection of companies and brand identities with little in common – all of which meant they struggled to articulate their offer to investors and customers. What V.Group needed was a positioning idea, a visual and verbal identity and a brand architecture that were fit for purpose and would enable the Group’s directors to manage their portfolio of companies in a way that supported rather than hindered their strategy for growth and would enable them to become world market leader.

 

As a member of the Miura team, I had the responsibility of developing the new branding identity for V.Group. This encompassed designing guidelines, adverts, and reports that aligned with the company's fresh look and feel.

Team:

Javier Garcia, Creative Director

Giuseppe Cacciatore, Design Lead