An M&A brand strategy uniting 4 global marine brands under Lockton
Globalising Lockton’s marine line as a pilot project, we built a unified brand identity, value proposition, and communications to align cultures and stakeholders across four merging companies.
Overview
Research involved interviewing over 30 members of the management team to understand their perspectives on the merger. This continually informed our planning for subsequent workshops, ideation sessions and content. Initial surveys indicated a stakeholder satisfaction rate with the status quo 30% and only 50% of employees felt culturally aligned.
Our staged offsite Stakeholder events were 95% attended, and the feedback was 90% positive by the end of the first day.
It’s more than just exceptional design; it’s about the wonderful people behind it.
Matt Solomun
Brand Ambassador of Animoca Brands
Social media growth in one month
65%
Social media growth in one month
65%
.webp)
At the root of this was, “The Horizon” a graphic device that united all creative – something to believe in. A comprehensive rebranding strategy was devised, focused on establishing a unified brand identity, aligning cultures, and changing internal and external perceptions. Lockton Marine was formed by bringing together three global brands, into a parent brand to create a stronger entity.
Instead of erasing the existing brand identities, they were united under the Lockton name, becoming Lockton Edge, Lockton P.L. Ferrari, and Lockton Omni.
