Ocean Safety – Brand Refresh and Southampton International Boat Show Stand Design

Ocean Safety’s two decades as the leading safety specialists in the marine industry have placed them at the forefront of marine safety.  They are experts in the manufacture of the highest quality and most advanced products available in today’s market, they also specialise in the worldwide supply, distribution, service & hire of safety and survival brands to provide a complete portfolio of lifesaving products.


Ocean Safety has recently had a change of ownership and the company wanted to underline this with a brand refresh. It is moving towards a more concise consumer message by streamlining its product ranges and closely integrating the identities to make choice more straightforward. Our brief was to refresh the logo and design a new stand for the Southampton International Boat Show reflecting the new branding.

Our Approach

Initially, we worked closely with Ocean Safety to really understand the essence of its business and the services it offers to customers.  Ocean Safety’s expert knowledge, range of products, design capabilities and vision, all of which are geared towards survival afloat, led to us creating a new strapline, Lifesaving Innovation.

We then looked at ways to refresh the logo to express this without losing the internationally recognised globe device.


We produced a bold, clear linear logo incorporating the globe and the new strapline. The colour scheme retained the navy blue of the original brand colourways, complementing it with a vibrant green to modernise the brand.  The logo was provided in linear and stacked versions, with and without the strapline to enable Ocean Safety to use in different applications.

The stand designed featured the new colourways to great effect setting it apart from other exhibition stands. Capping the design, the 6m wide x 1m high logo set at a height of 4m made Ocean safety’s location instantly visible from a distance in a crowded hall.

The back drop was a simple line drawing depicting a sailing vessel at sea. This highlighted the use of Ocean Safety’s products, both on a vessel and an individual sailor, capturing the breadth of the range and confirming Ocean safety as leaders in marine safety equipment.

We are continuing our discussions with Ocean Safety to advise on the next steps in the new brand alignment.


"“We were impressed with MAA’s vision as a result of the brief that we provided for the brand refresh; their approach and resulting work was knowledgeable, on trend and was able to transcribe the brand message which we wanted to reinforce.” "
Alistair Hackett, Ocean Safety MD