NORVIC was established in 2006 and grew rapidly on an alternative, agile approach to delivering shipping services in the dry bulk and tanker markets. Bulk shipping is a complex, commoditised business, dominated for over a century by a handful of Scandinavian-based operators who own and run their own fleets. As a relatively new entrant, NORVIC wanted a brand that outwardly reflected its modernised, simple and transparent approach to business: nurturing strong, in-person relationships in key shipping hubs, operating a relatively asset-light model to find the right ships for the right cargoes at the right time, and bringing in the best talent from the bulk industry to lead the company.
NORVIC worked with BLUE to refresh its brand positioning and begin a proactive communications strategy to become a more active voice in the industry. A perception audit, including interviews with key clients and wider stakeholders, delivered clear insights into what set NORVIC apart: straightforward bulk shipping services that clients can rely on.
Our proposed re-positioning emphasised NORVIC’s approach to making dry cargo transport and logistics simple, through the tagline ‘Straight Forward’. Uncomplicated services add real value and differentiate what NORVIC offers the market. That transparent and reliable approach was captured in a new brand sign-off: ‘No surprises. No problems. No frills’. Our in-house creative team worked with NORVIC to streamline the overall brand concept and guidelines, then applied them to overhaul the logo, website, corporate video and social media pages, with print and digital ads added at re-brand launch.
In tandem, BLUE developed a set of corporate messages and examples to bring NORVIC’s growth journey, ambitions and points of difference to life. We implemented a highly focused programme of traditional and social media engagement, and events and awards targeting.
BLUE directly communicated NORVIC’s identity and mission to the market. The rebrand, updated communications strategy and creative design showcased NORVIC as competitive, strong and committed, the one-stop shop for transparent and reliable shipping operations around the world.
NORVIC gained a greater presence in traditional industry media, including TradeWinds, Lloyd’s List, Dry Bulk International and Splash, achieved through proactive news announcements and C-suite interviews. A dedicated blog series highlighting the calibre of the leadership team drew on NORVIC’s 47,000 LinkedIn followers, boosting engagement and driving traffic to the website. CEO AJ Rahman featured as a guest panellist at events including Maritime CEO Singapore and Geneva Dry, and in November 2023 won Entrepreneur of the Year at the Dry Bulk International Awards.
