The Broadcasting Business

CMAL

 

CMASSETS

Early in 2008, we were commissioned to create a new identity, communications strategy, corporate image and brand for a newly formed public sector body, Caledonian Maritime Assets Ltd (CMAL).

CMAL is the asset owning part of the former Caledonian MacBrayne, having inherited all its ports and ferries. The new companies were necessary to bring Caledonian MacBrayne, wholly owned by Scottish Ministers, into line with European guidelines on State Aids in Maritime Transport.

One of the main challenges was to create an identity for CMAL and build a brand which would combat public confusion over the roles of both companies, and at the same time, portray CMAL as a force to be reckoned with in the maritime industry.

The Broadcasting Business team began with a brainstorming session to get the facts about this new organisation, from which we created a CMAL Fact File, to be used as an information tool by all staff when representing the company.

A communications workshop followed to help create the CMAL mission, vision and plan for the future. And then a key messaging session turned these unstructured ideas into clear, concise messages.

Next step was to identify key audiences and then help the CMAL team to deliver the key messages to them.

Senior staff were given media training to make sure that messages were clear, consistent and delivered with authority and confidence.

With the foundations laid, it was time to build the brand.

A logo was designed to herald a new beginning in the provision of lifeline ferry services in Scotland – a fresh look while staying true to its maritime roots.

We then created a new website for CMAL, and to develop the brand across all company literature, as well as signage, even clothing.

A bi-lingual annual report was written, designed and produced by The Broadcasting Business for CMAL, along with marketing leaflets, brochures, e-newsletters, branded USB sticks featuring the CMAL website and pop-up banner stands making the most of the new brand, using striking imagery and highlighting key messages.

By building the brand in line with a corporate communications strategy, we were able to create a profile for CMAL which raised awareness and developed trust in this new company.