Opportunity: Founded in 1967, Pacific International Lines (PIL) is the largest cargo carrier in Southeast Asia and is ranked 12th among the world’s top container shipping lines. Branding was part of the management’s larger strategy to align the company and build a future-focused business, uniting over 12,000 employees behind a shared Purpose.
Insight: Research highlighted PIL's 'Customer-First' approach, which contrasted with many of the larger players, whose automated booking systems and unresponsive customer service left potential customers frustrated. Research also pointed to a more dynamic visual system.
Results: Following its brand refresh in July 2024, Pacific International Lines (PIL) has delivered highly resilient financial results, accelerated its green fleet renewal, and secured industry-leading operational milestones. Driven by its updated corporate mantra of "Putting Customers First" and "Driving Connectivity," the Singaporean carrier capitalised on global trade disruptions to achieve a massive surge in profitability. Net earnings skyrocketed by over 330% to US$1.342 billion in FY2024, up from US$306.93 million in FY2023.
A logo change for any business with a proud heritage involves careful stakeholder engagement. An evolution of the logo proved to be the most effective way forward for PIL, with the waves in the symbol rationalised to reflect their three values and bold personality. The Visual & Verbal language was revitalised, together with a full suite of communication material to signal their ‘customer-centric’ approach and confident personality.
Tangible then embarked on an overhaul of PIL’s website. Content, structure, and design were all reviewed to celebrate the brand and communicate the breadth of PIL’s global offer and commitment to a progressive, customer-focused future.
Employee alignment was always an imperative for the branding project (think Offshore teams, Regional Sales Agencies, and Corporate Staff). Therefore, PIL’s Purpose & Values were leveraged to develop ‘The Way We Work’ (think Code of Conduct) which is the cornerstone of PIL’s operational commitment.
Tangible then developed an internal launch program that involved a launch campaign and culminated in a Global Townhall Address by the Chairman and CEO. This was followed by an Internal Activation Program to engage and inspire staff to deliver the Purpose, Values, and ‘The Way We Work’.
PIL has two businesses within the Shipping sector; the namesake shipping line, an independent logistcs business that carries the “PIL” name. Tangible developed various brand architecture scenarios to test with both internal and external stakeholders. Our approach successfully identified a solution that allowed varying degrees of alignment with the ‘mothership’ while allowing each business to achieve its business objectives.
Tangible supported PIL’s move to their new corporate offices in the Gucco Tower with brand-related communication and signage design and fabrication specifications.
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Tangible Pte Ltd.
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#02-08,
Singapore 188584
+65 6338 6320
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