Omnishore
How I helped Omnishore to stand out as THE HERO in their market
Omnishore is a shipbuilding company that specializes in building modern ships, from yachts to substantial industrial ships. As a business that was just starting out, Omnishore’s biggest challenge was to compete against the big names in the industry. Their goal was to establish as a strong brand in the ship manufacturing industry. Everyone else in the industry had been doing business for years, had a reputation in the market, and had experience, but Omnishore had nothing but confidence to compete.
I believe someone’s inner beliefs influence their emotions. Emotions influence their actions. Actions influence results. And results influence beliefs again. This process continues as a cycle throughout our lives, regardless of what we do. Following this philosophy, I approached the problem with research. I found that the opportunity for Omnishore was to position themselves like no one had before.
One of Omnishore’s core beliefs was that hard work is nothing if it is not precise. During a discovery session, they said, “Whatever we do, we do it perfectly or never do it in the first place.” I was able to align Omnishore’s this belief with the market after conducting extensive research, positioning Omnishore as THE HERO of the ship manufacturing industry. Brand strategy, visual identity, and collateral design were developed with this belief being the foundation.
Believing in hard work, Omnishore wanted to inspire others. They wanted to do the best work at any cost while appealing to be inspiring, heroic, and premium. These attributes of Omnishore shaped the design approach when crafting their visual identity. Omnishore was able to influence their target audience's decision making process with the emotional attributes that they attached to themselves.
I believe every business decision made by a profit-driven organization should result in an increase in revenue, either directly or indirectly. The same rule applies when designing the logo. The logo is the visual identification of the brand. The purpose of the logo is to identify the organization itself and convey an emotional impression about the organization’s beliefs, values, and behavior. When these two objectives are met, it contributes to the development of brand value, which is one of an organization's most valuable assets. To accomplish these two objectives, a logo must be relatable—that is, it must convey a sense of the organization's behavior; memorable—that is, it must be able to be identified among the millions of other logos; and flexible—that is, it must be able to be recognized in any location, on any surface, in any color, and in any size.
Metaphors, ironic meanings, or symbolism are optional and not required. Ironic connotations and symbolism do not help a logo in completing its task, implying that they do not help the organization in increasing its revenue. That is why, in terms of the logo’s objectives, having or not having symbolism makes no difference.
In terms of the Omnishore logo icon, someone could describe it as a ship heading ahead. Someone else may interpret it as power and authority, as it is skewed to the right. Another could characterize it as only a few shapes. But none of these viewpoints matter because they are irrelevant to business objectives. What matters is identifiability, relatability, flexibility and memorability that support business objectives. Business objectives for Omnishore were accomplished by the unique logomark— which make Omnishore easily identified, logomark’s sharp edges— which sense the vibe of Omnishore, geometric parallelograms—which make the logo memorable, and visual harmony—which makes the logo flexible in any condition.
At the end of the project, the outcome was THE HERO, ready to compete in a competitive market. Identifying Omnishore’s key values and beliefs helped in the development of their own brand presence when competing against big names. With the help of Omnishore’s strategy, they were able to stand out on an emotional level in the competitive ship manufacturing industry. Positioning themselves as THE HERO influenced the entire shipbuilding process at Omnishore, making their process more efficient and productive. The foundation built with a strong strategy, a powerful visual identity, and an emotional personality boosted Omnishore’s internal confidence to sell their story effectively.
