Creating a Welcoming Brand Experience Across All Touchpoints
Breathing New Life Into a Hong Kong Maritime Institution With a Welcoming Brand Experience for All Seafarers
The development of The Mariners’ Club in Tsim Sha Tsui created an opportunity to reinforce and amplify the value that The Mariners organisation provides to seafarers and their families and its contribution to the development of Hong Kong’s shipping and tourism industry.
Leveraging a Rich Heritage
With a purposeful mission to protect and support seafarers by providing a “home away from home”, The Mariners has a proud history, a strong presence, and support within the sailors’ community for over 150 years.
By providing modern welfare services, pastoral and spiritual support, and authentic Hong Kong experiences, The Mariners creates shared value for the wider community.
A Welcoming Brand Experience
Inspired by the sea, its new brand identity applies across marketing communications, digital applications (including an app for seafarers in Asia), and branded touch points at church services.
The shapes, forms, texture, and colours of the distinctive identity also provided inspiration for the interior design of accommodation amenities.
We also designed seafaring-inspired identities for The Galley and Signals bar and restaurant.
Sustainability Thinking
We advocated sustainability as highly relevant to an organisation that is closely associated with shipping and tourism and by extension, their environmental impact.
Positioning
We defined The Mariners’ warm and welcoming brand positioning, ‘Your home away from home’, along with their personality, crafting a warm brand story for all audiences and communities.
A new website reflects the refreshed identity, offering a streamlined user experience with intuitive navigation and seamless access to their booking platform, ensuring a smooth journey for seafarers and their families.
The website was launched alongside The Mariners’ newly revamped hotel building in August 2025, further enhancing their mission of providing a warm and welcoming “home away from home” for the seafaring community and their families across Asia.
