HK-J

Haven Knox-Johnston

Branding

In April 1969, a young merchant seaman by the name of William Robert Patrick Knox-Johnston (Robin for short) became the first person to sail solo around the world without stopping, in his 32-foot yacht, ‘Suhaili’. He won the inaugural Golden Globe trophy and secured his place in sailing history.

Robin’s brother Chris, also a keen boater, started out in the insurance business. After many years of successful broking, he set up a specialist yacht insurance company called Knox-Johnston Insurance Brokers.

Following an acquisition with Aston Lark, one of the UK’s biggest insurance brokers, HK-J needed a new brand and positioning.

What came across in all of our research and conversations with the HK-J team (crew members) was that the people behind the brand were the lifeblood of the business.

As a result, we aimed to build the brand around the crew. We created a bespoke illustration of every member – and used these illustrations across all branded material.

The positioning statement “Boat insurance shipshaped around you” speaks to the friendly and personalised approach taken by HK-J. In the often-intimidating world of boat insurance, the light-hearted play on words shows customers that HK-J are approachable and will tailor solutions around them.

Bold colours set against black and white illustrations emphisize approachability through the brand visuals. A ‘wave device’ gives the comms dynamism, and a quirky tone of voice adds to an accessible brand that appeals to all boaters, whatever age or experience.

© Ark 2017–2022