New digital platform for ship cleaning with military precision

Website
As experts in the Growth Driven Design method, we believed that precisely this agile approach to building websites and data collection fitted perfectly into their desire to obtain and process leads. Fortunately, they agreed to this – and we then started with the initial phase, which was supposed to ensure progress for their business.

To create the best foundation for Navadan’s new website, we identified their most important Buyer Personas and mapped their User Journeys. It created the basis for the website’s page structure, which we visualized with wireframes.

The choice of CMS for the website fell on Umbraco, which we then connected with the Marketing Automation platform SharpSpring, which in future will have a prominent function in lead generation and nurturing.

Logo
The unique thing about Navadan’s approach is that it is the ship’s own crew that is equipped, instructed and enabled to carry out the cleaning and preparation for the new cargo, rather than an external team of specialists. They thereby become the maritime heroes who save the situation and enable the rapid cargo change by quickly and efficiently cleaning the ship with specially designed equipment.

The equipment that lands on deck comes in practical wooden boxes with Navadan’s logo on it. On our first visit to Navadan, we noticed that unlike the logo Navadan used otherwise, this logo had been changed to be a stencil (logo shaped like a cut-out template) to be painted on the boxes. It gave associations to some military equipment, which is well in line with the idea of the crew being seen as heroes who save the day with military precision.

We found the stencil version of the logo on the packaging to be more in line with Navadan’s DNA than the version that was otherwise used, but it could be done even better. We therefore proposed to design a logo with a design so that the same version of it can be used on both boxes, equipment and for marketing in general. The new logo is characterized by wide surfaces that can give a sense of the long movements that the ship’s crew make when cleaning with Navadan’s equipment – it is reminiscent of long strokes with a paint roller at slightly changing angles.

Image style
For the picture side, we are visually helped by the fact that the work takes place on the great oceans aboard huge ships with workers of many nationalities in action. The nature of the work also made us think of action films, such as the film ‘The Expendables’, where the image side has high contrast and lots of drama. The box of special equipment that lands on deck instantly enables the crew on board to act as a kind of SWAT team, which immediately starts to get the ship ready for the new cargo. The equipment has been developed with great love for just these people.

It is engineered to a simplicity that makes it intuitive to use. If the crew does not speak one of the 6 languages in the accompanying manuals, the whole thing can be easily decoded using pictograms. The goal is that these can throw themselves into this special operation confidently and with the utmost self-confidence.

Navadan’s colors were originally blue and light blue/green. We have changed this to a strong warm red color, which also in the maritime world indicates that something is a rescue or safety equipment. Again, not a completely skewed association in relation to what Navadan contributes.

Digital fair strategy
As part of our collaboration, we are still developing a communication plan, as well as several campaigns. Most recently, we have developed their digital fair strategy in connection with their participation in the Danish Maritime Fair 2022. Navadan’s overall goal here has been to strengthen the connection between their physical presence at the fair itself and their digital presence before, during and after the fair.

Therefore, we have worked with the following elements in connection with the fair:

• Development of landing pages and e-mail invitations to create awareness before the fair
• Development of automatic e-mail flows with a focus on customer meetings
• Conceptualizing their fair messages using brochures and competition during the fair
• Designing banners and other elements that could easily be clicked on their specially designed exhibition stand