New brand hierarchy and core proposition enables Kelvin Hughes to expand beyond the marine market

We provided the brand framework and proposition that supported marine expert Kelvin Hughes successful expansion into new markets whilst retaining their strength in their core sector.


The client

Kelvin Hughes are leading global providers of marine equipment, navigational solutions and surface surveillance radar systems. They have been at the forefront of their field for more than 250 years, supplying advanced solutions and services around the globe – both at sea and on land.

Their requirement

Kelvin Hughes have always been exceptionally strong in the marine world, but faced the challenge of being a new entrant into wider markets with their land-based surveillance technology and solutions. Our brief was to develop the overall brand, from core proposition and positioning through to the look and feel, to enable the extension into markets beyond marine. We were tasked with ensuring that all customers would have an intrinsic understanding of Kelvin Hughes and their offering.

What we delivered

We started by creating a brand hierarchy that pulled together all their disparate brands across different companies and markets. Once a coherent brand hierarchy was agreed, we developed a new core proposition that worked across all markets – “Situational Intelligence, The World Over” – and a brand framework which differentiated each market whilst establishing a consistent theme.

The impact

Our brand framework provided the platform for Kelvin Hughes to build on their heritage and capabilities in the radar and marine world, enabling the group to grow into new, non-marine markets.

The team at Mabox really understood our challenges, and came up with a solution which pulled together all our different operating companies under one consistent strong brand. The result has enabled us to grow and diversify into new non-marine related markets, whilst enabling us to maintain our strength in the marine market. Two years on the brand is stronger than ever, and the brand guidelines have been flexible and easy to implement within the business.
Mark Bown, Group Marketing Manager, Kelvin Hughes