AkzoNobel International®
Marine, Protective and Yacht
We worked with AkzoNobel to reposition the brand across Marine, Protective and Yacht, developing a refreshed identity that’s consistent, confident, and above all, human. The ambition was to align three segments, respond to global market shifts, and reassert International®’s leadership across key regions.
At the core of the new positioning is a promise: International® isn’t just a coatings brand – it’s a genuine partner. We built the brand around a clear message: “In the high-stakes, rapidly evolving world of Marine, Protective and Yacht coatings, you need a genuine partner and problem solver.”
This message comes to life through three brand pillars: ‘Experts you can trust’, ‘solutions you can rely on, and, ‘innovation for today and tomorrow’. The creative expression reflects this personality – confident, collaborative, and practical – with a flexible grid, layered imagery and a tone of voice that’s smart but human.
To build alignment and ensure real-world relevance, we co-created the brand direction with stakeholders from across the MPY segments. From internal workshops and customer interviews to validation sessions and inter-agency briefings, the process was deeply collaborative.
The result: a brand identity that resonates across teams, time zones, and touchpoints. We wrapped it all into a practical, global-ready brand book that helps local teams activate the new identity consistently and effectively across all channels.
By putting people and partnership at the core of the brand, we helped International® move from a legacy of performance to a future of collaboration – reinforcing its leadership with a message that’s both clear and compelling.
