Falmouth Harbour Commissioners (FHC) is responsible for the safe management and sustainable prosperity of the port. The organisation has an obligation to ensure it provides the best possible value for its customers and stakeholders, who have an enormous variety of needs – ranging from commercial pilotage to maritime regulation and from environmental protection to leisure services. FHC was aware that a customer-centred approach, focussing more clearly on the needs of each group, could lead to improved services. This project required a wide range of skills and Wolf Rock was chosen for our unusual ability to provide business consultancy, branding, sales and marketing, information design, social media, print design and online delivery all from one agency.
Building on consultancy from Marine Associates, Wolf Rock carried out an extensive board-to-boat review and recommended that splitting FHC’s offerings into separate brands, each tailored to very different customer needs, would would be the only clear way forward.
We rebranded all harbour leisure services under one flag and created the name Falmouth Haven, carefully building on the strong heritage and sense of place, then shaped a brand position around an inclusive message – ‘The best of boating for everyone’. A visual and written identity was created with a smart and professional but friendly and accessible feel. Product development followed, as well as the tools of communication; a website and online tools, an e-communication platform, a branded signage system, a ‘shop front’ in the town, social media templates and activity and then training to allow Falmouth Haven to manage their online brand in the future.
Ongoing work included branding Falmouth Pilot Services and developing a new website for Falmouth Harbour Commissioners, with a public access system for document management, helping them to operate in an open and transparent way and to put public engagement at the heart of what they do.