Rebranding a world leading marine insurer

KIND has rebranded and repositioned one of the world’s leading marine insurers to better capture their personality, while reflecting what they do and what makes them different. The work for SKULD builds on the marine insurer’s rich heritage, while also looking to the future. A future in which SKULD, together with its clients and partners, is focused on a single strategic goal; zero harm to people, property, and the planet.

A World leading marine insurer, second-to-none service provider Headquartered in Oslo, but also with offices in major ports worldwide, Skuld is a global marine insurance provider with an ‘A’ rating from Standard & Poor’s and some 300 employees from 28 nationalities. Its new brand is designed to better reflect Skuld’s knowledge and competence, and firmly positions Skuld as a global, full-service marine insurer: a company promising to protect the ocean industries today and tomorrow.

The new Skuld branding is modern, energetic and powerful. The red brings warmth and confidence to a brand, which combines the two symbolic concepts: the anchor and the horizon. The anchor as a symbol of hope and assurance represents security and stability. While the horizon, as a visual metaphor, focuses attention on what unites and connects the marine world: the core values shared by Skuld, its clients and its people.

Rest assured

Our task was to produce an emotional brand film for SKULD, a global leader in ship insurance. The goal was to build customer trust and confidence towards the SKULD brand. The film should not sell a product, but the making of a strong brand that sells itself.

We wanted to differentiate ourselves from other nautical insurance companies, being warm, and authentic and not portraying moments of fear or uncertainty. Creating brand awareness and trust through they’re tagline “rest assured”.