addmustard conducted several focus groups with customers and employees, to gain a strong understanding of exactly what the Blue Sea brand meant to them. We used this insight to build a new brand personality that everyone could connect with and believe in. An important messaging consideration was that Blue Sea offers accommodation for all budgets, without compromising on quality of service. Using the initial logo concepts, the design team created a new brand logo focusing around accessibility for all which would sit perfectly with Blue Sea’s revitalised brand ethos.
addmustard introduced a full set of brand guidelines to aid the in-house marketing team in understanding, policing and maintaining the brand persona. This covered everything from colour palettes and typography, through to tone of voice and imagery, ensuring that the brand would stand out in a crowded marketplace. A set of fresh ‘on brand’ creative assets were also created, aimed at delivering a fantastic user experience and ensuring that the new brand translated successfully on Blue Sea’s website, too.