Global brand consultancy Industry has developed a brand positioning and identity for Gas4Sea, a new brand created by leading players in the energy and global shipping industries to provide environmentally friendly fuel to ships.
ENGIE, Mitsubishi Corporation and NYK Line have launched Gas4Sea as the single voice to the market for their joint global marketing approach of LNG (Liquefied Natural Gas) as a maritime fuel via ship-to-ship transfer. Ahead of the game in meeting new emissions regulations, Gas4Sea designates a front-running service for the maritime sector by leading emission reduction through the supply of LNG.
In its first foray into the maritime sector, Industry was briefed to create a powerful brand capable of leading a revolution in maritime fuel. It had to be modern, bold and creative, positioning LNG as the fuel of the future. It also needed to appeal to the wider shipping sector, including owners of vessels of all kinds, from oil tankers to cruise ships to tug boats.
Industry chose a contemporary typeface, FS Albert, alongside a bold colour palette of marine blue and bright orange to create a dynamic identity that follows the vernacular of the shipping world, using real maritime lines within the broader design. The tagline ‘Advancing LNG for a cleaner marine’ encompasses Gas4Sea’s purpose and mission, while a play on the word ‘forsee’ highlights LNG’s status as the bunker fuel of the future.
Brand photography on corporate material and the website, also created by Industry, captures the vastness of the ocean, showing big wakes and bright horizons to reflect Gas4Sea’s ambitious proposition.
Sholto Lindsay-Smith, CEO of Industry, said: “This is a global brand for a new era in marine fuel. Developing a clear market position from the outset was crucial, conveying the regulatory impetus for change and the readily available solution. Gas4Sea is instantly recognisable with a clear strategy and brand platform that sits comfortably alongside its maritime peers, positioning it as a global leader in this new market,”
