The Polaris Group enables trade across land and sea, specializing in automotive shipping, automotive logistics and strategic freight solutions. In the process of unifying several business entities into one group, Stem Agency was tasked with brand identity, strategic communication, and digital solutions.
With offices and presence throughout the globe, multiple business entities and branches, the decision was made to unify branding and communication efforts. Stem Agency developed a brand platform and communication strategy, encompassing various messaging and utilizing ‘Driving Trade’ as unifying promise across businesses.
Having been used as a guide for seafarers for centuries, the brand identity takes inspiration from the Polaris stars, whilst also representing the group’s global network and maritime connection.
The brand identity consists of the Polaris Group logo, as well as a streamlined design system for branding existing and future subsidiaries. With a use-case ranging from office materials to RoRo vessels and trucks, qualities such as scalability, distinction and readability are vital. With crisp brand colours, distinct brand elements and a flexible design system in place, Polaris Group is rigged for future expansion.
Polaris Autoliners, Polaris Logistics and Polaris Bulkers have all been equipped with their own logos, templates and materials.
Working within a tight project timeline in line with business developments, a large range of strategic deliverables and brand assets were completed in time for the coordinated launch – including the group’s new vessel Polaris Mila debuting the new branding at sea and rebranded trucks taking the roads.
The new group website projects the brand story and service offering in an engaging and intuitive manner for visitors. Utilizing motion, animations, and visual storytelling, bringing brand elements to life to represent Polaris’ drive and commitment to delivering excellence.
Features such as the interactive route display, intuitive forms, clear CTAs and easily decoded navigation emphasize the group’s mission to simplify complexity for its clients.
The result is a clearer and more unified brand, giving Polaris Group a stronger foundation for continued growth and internal collaboration. The new identity and digital presence contribute to a more consistent and professional experience across touchpoints–and strengthen the company’s ability to communicate its offering to customers and partners globally.
