Founded in 1967, Pacific International Lines (PIL) is the largest cargo carrier in Southeast Asia and ranked 12th among the world’s top container shipping lines. From a modest ship-owner in Singapore, PIL has developed into a global carrier with a focus on China, Asia, Africa, the Middle East, South America, and Oceania.
Transport & Logistics Employer Branding was part of the management’s larger objective; to build a future-focused business, uniting over 12,000 employees behind a shared Purpose. Tangible developed the people-centric Purpose Statement, to reflect the traditions of PIL and the needs of customers, who are still looking for real people to manage their needs. ‘People-Centric’, ‘Pushing Boundaries’ & ‘Future-Focused’ became the Values and key mantra steering the company forward.
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.
