Creating a bold new brand for the cruise and shipping markets

Following the success of VeslSIM, founder Gianmarco came to us with plans to expand into the cruise and shipping industries. He wanted a new brand that could stand on its own – but still connect back to the VeslSIM identity. The aim? Something brighter, fresher and more consumer-facing, without losing the technical credibility that had made VeslSIM such a success.

We explored how to evolve the existing brand language while bringing in new energy. After testing a few directions, we landed on a stacked CRU SIM logo – making the name easier to read as two clear words and introducing a wave-inspired graphic device that nods to VeslSIM while standing confidently on its own. We refined the type, developed a vibrant new palette, and built out a bold visual style that could flex across digital and event environments.

As with all of our brand projects – big or small – we created a complete set of core brand assets to support the rollout. This included the main logo, favicon, logo device, social media assets, and a starter brand guideline kit. These mini kits are something we provide as standard. They help our clients stay consistent as they begin using the brand themselves – whether for in-house content, supplier briefs, or future marketing – and give us a reference point for future phases.

With Gianmarco regularly attending yacht shows and events, it was important the brand toolkit could adapt quickly across stand materials, digital screens, and collateral. A new website is now in development.

As Gianmarco put it: “This is awesome – thanks so much.”