A new direction for global trade

90 percent of global trade is transported by sea, but maritime vessels still rely on outdated technology and high-emission fuels. A group of industry leaders decided to found an organization that could serve as a unified voice at the federal level and boost investment in new infrastructure and fuel options for the sector.

Maritime decarbonization is a politically charged topic, and industry stakeholders are notoriously risk-averse. Our challenge? Name and brand the organization so that it can reach a broad range of policymakers across the political spectrum.

Following stakeholder conversations and workshops, we developed a name—the Sustainable Maritime Coalition—that was both descriptive and aspirational, along with messaging guidelines to clarify the organization’s positioning, voice, and value proposition.

Then we moved on to the visual identity, crafting a look and feel that echoes the ripple effect of the Coalition’s work on Capitol Hill and beyond. On the website, the brand came to life with bold headlines, a modern interface, and a maritime color palette—all designed to build credibility with lawmakers and attract new members.

Note: In response to the political climate, the organization has since changed its name to the “Maritime Innovation Coalition.”