Harland & Wolff

Harland & Wolff

Repositioning the world-famous, 160 year old shipbuilding brand

Founded in 1861, Harland & Wolff is perhaps the world’s most famous shipbuilding and maritime engineering brand – not least for building RMS Titanic. Acquired by our client in 2019, we were tasked to reposition the brand to help ensure it remains relevant for the next century.

Our work saw us take a deep dive into a unique brand story and rich history – from extensive archival documents to static images and film. Our approach was one of respect, sensitivity and care. We opted for a evolution rather than revolution, with a sharpened H&W monogram device and a cleverly re-engineered visual identity system that acknowledges the past, but reflects an ambitious and pioneering vision firmly set on the present and looking towards future. The new identity connects to its Belfast heritage. The world has changed, and so has Harland & Wolff.

In 2021, Harland & Wolff celebrated 160 years since it was founded by Sir Edward James Harland and Gustav Wilhelm Wolff. Returning to its roots of disruption and innovation, it continues on a voyage to again become a world-renowned pioneer in maritime engineering.


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“Rebellion were responsible for the new Harland & Wolff brand identity. They injected so much new life into our world-famous (160 year old) brand that we have become inseparable. Since then, we have worked together on a number of major brand activations and I have been incredibly impressed by the deep consideration given to even the smallest of details, all of which have made the world of difference. They are, in the words of Tina Turner, simply the best!”

Seena Shah
Head of Marketing & Communications, Harland & Wolff

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