Leading with positive change

The Challenge

In a crowded sector, and one that is subject to increasing regulatory pressures, Clarksons needed to reinforce its position, not only as a leader but as a key enabler of global trade.

Our Approach

We started by finding out what differentiates Clarksons. Their ability to make smarter, people-led, decisions, powered by an unrivalled quantity and quality of intelligence is what sets them apart.

Once we had identified these unique attributes, we made them a core part of their new brand, messaging, and purpose, and applied it across all their communications.

A refined purpose “Enabling global trade. Leading positive change”, serves as the core anchor to all aspects of their communications, providing a consistent and considered showcase of who Clarksons is.

Content was made more concise and engaging on both their website and in the annual report, supported by a bolder approach to creativity. Meanwhile on the website, the use of rich media, such as video, allows audiences to engage with the Clarksons story.

The same consideration extended to Clarksons’ social media channels ensuring that, no matter which point of entry to the Clarksons story you come in at, everyone gets the same message.

The Result

Clarksons are now clearly positioned as a global leader in their sector, capable of driving change through their services and, ultimately, enabling us all, as consumers, to benefit from seamless global trade.

“Clarkson also appears to have undergone a swanky rebrand. Perhaps the promotion of ‘technology’ to an equal standing on the website indicates its importance to the group.”

HSBC analyst

“The flexibility and ease of use of the site has been a game-changer internally, previously seen as out-of-step and ignored, it is now a centre point for all our comms that has reignited internal ambitions to drive forward our offering. The strength of our Group is greater than the sum of our parts, and the new site truly reflects that.”

David Rumsey, MD, Port Services

Awards

• GOLD – ‘Best Corporate Website – Corporate and Financials 2023/24