APM TERMINALS
From local operations to global impact
CHALLENGE
Container terminals are often considered a commodity service – what differentiates companies can be seen in their efficiency, safety, sustainability and level of professionalism. To give APM Terminals, the container terminal operator arm of A.P. Moller - Maersk, a brand that would stand out and support its growth objectives, we needed to develop a distinctive, compelling brand strategy and identity that would differentiate APM Terminals from its competitors, maintain the appropriate level of visual continuity with the parent company and unite the organization.
SOLUTION
We repositioned the brand around a differentiating inspirational idea that went beyond sheer capacity and financial stability: APM Terminals helps companies grow and countries to achieve their ambitions. The impact of a truly efficient and sustainable terminal system can be transformational, especially for emerging nations. We captured the brand idea in a globally relevant positioning and tagline: Lifting global trade. Simple, bold and universal, the tagline provides a rallying cry for the entire organization. From blue-collar workers to white-collar employees, the entire APM Terminals team literally lifts boxes, commerce and ultimately economies.
We knew we had to address the historic visual identity of Maersk and a revitalized APM Terminals brand. As part of this transition, we removed the iconic ‘Maersk’ star from APM Terminals sites and communications, replacing it with a new dynamic graphic language and color palette that sent a clear signal of independence for APM Terminals, shifting the perception of favoritism for Maersk ships. We also used it as a platform for telling powerful stories of innovation, sustainability and the economic impact that APM Terminals operations have around the world.
The rebrand coincided with a move to new corporate headquarters in The Hague, providing a tremendous opportunity to create a powerful environmental application of the new brand, showcasing the organization‘s impact and energizing the employee base.
OUTCOME
Since the brand launch, APM Terminals has seen a 25% growth in Terminal operations and a 20% growth in revenue, including a more than10% increase in business from non-Maersk shipping lines, bolstered by operational excellence and the new expression of independence. Innovation highlights include the design and opening of the worlds most advanced and sustainable container terminal, Maasvlakte II.
