Express your unit's role through parent-derived design
Give your specialist unit a visual expression rooted in both its purpose and recognisable parent-brand elements. For the Maersk Innovation Center, The Frameworks began with stakeholder interviews, audience empathy research and user experience mapping. Stakeholder interviews found that Maersk had a long-standing reputation, but the Innovation Center had little to no exposure. The identity needed to communicate creativity and speed, extending perceptions beyond ships and containers.
The Frameworks developed a "blueprint for innovation" concept around the Innovation Center's role as an incubator for ideas. Working within Maersk's existing guidelines, the team created illustrations inspired by the sharp edges of the Maersk star and the blocky presence of its logotype. The approach gave the Innovation Center a distinct expression while retaining a visible parent-brand connection. An interactive landing page brought five innovation areas to life through animation.
A 2025 brand update by Transamerica Life Bermuda similarly retained its signature gold colour while combining the Transamerica pyramid with the tilted Aegon square, preserving its identity and making its portfolio connection visible.