The Scorpio Group is a global marine management and logistics company that positions itself and its services as representing ‘World Class Shipping’. Their presence across multiple continents and more than 128 product tankers globally makes them a formidable player in the industry.
Pineapple was brought on by the group to put in place a robust corporate communications framework and to establish a consistent web presence in India.
When the largest shipping fleet owner in the world was looking to relook at the way it communicated with its own staff, especially the distant ones, Pineapple knew they needed much more than just graphic design. Scorpio’s workforce was spread across the globe and a major chunk of the workforce was off shore.
Working for days or even weeks on the sea away from land and loved ones; where colleagues are the only family for seafarers most times. This was the employee insight realised by Pineapple in taking the offline-only newsletter Beacon, to a format-agnostic periodical that can be accessed anywhere anytime.
Beacon became an instant hit amongst the global workforce, specially amongst the sailors on board. It served the key strategic purpose of facilitating a clear emotional bond between the on-shore & off-shore employees. From the first revamped edition itself, the Beacon became the most awaited communication on any Scorpio ship across the globe.
The objective was to create a global emotional connect and a feeling of oneness across the company. Towards this end, effective measures were implemented. One such blockbuster was – the photography contest, with the winning picture featuring on the cover itself. Such initiatives made Beacon the most awaited corporate media company wide.
The Beacon quickly regained its lost glory, with the record number of participation coming from not just the seafarers, but also from the entire global workforce including on-ground staff and leadership.
Along with planning several digital interactions and future initiatives, Pineapple created an editorial discipline through scalable content architecture.
Modern, contemporary colour scheme, a clear information hierarchy and a consistent design language,
all played a major part in transforming a piece of communication into a catalyst for conversation.
The marine management & logistics industry is a globally connected one by its very nature. Interface, architecture, framework, content and visuals need to take heed of this and articulate the brand associations consistently. For their Indian website, Pineapple took cognisance of this and created a crisp and consistent web presence for Scorpio in India.
The dynamic, flexible and open leadership style of its Indian operations was expressed through content and authentic images of the management on the website as well.
Pineapple helped Scorpio Marine Management with a crisp website after understanding the key audiences and requirements for its Indian business.
Pineapple directed an informal photoshoot with the leadership team of Scorpio India to truly reflect their ‘open-door’ approach.
