Harland & Wolff
Repositioning the world’s most famous shipbuilding brand.
Founded in 1861 by Sir Edward Harland and Gustav Wolff, Harland & Wolff is one of the most storied names in shipbuilding, responsible for iconic vessels including the RMS Titanic and the first UK-built supertanker, Myrina. After decades of decline and strategic drift, the business had become fragmented and in need of revitalisation.
Our work introduced a new visual identity and design system that honours Harland & Wolff’s heritage while looking to the future — uniting its past with a cohesive, modern system that brings consistency across every touchpoint. The updated brand re-energises the company’s culture and reputation, creating alignment across sales, marketing, employee, and investor communications.
The UK National Flagship competition to design and build a successor to the Royal Yacht Britannia exemplified our approach to strategic presentation. We developed a high-specification A3 landscape pack with a bespoke book, premium boards, and a custom-engineered case. The £250m bid showcased Harland & Wolff’s gravitas and ambition — a presentation carrying the same craft, precision, and authority as the vessels the company has delivered throughout its history. Every element was carefully considered, from the texture of the materials to their physical weight, reinforcing the brand’s commitment to quality at every level.
Brand guidelines were created to flex and grow with the company. To complement the core identity, we introduced the H&W ‘mast’ and ‘angle’ motifs, alongside a precise typographic system and a colour palette of rich blacks and signature yellows. The identity was rigorously tested, documented, and rolled out across communications, uniforms, signage, and vehicles.
The impact was immediate and tangible: Harland & Wolff went on to win a £1.6 billion contract as part of Team Resolute to support the Royal Navy, signalling the revived strength of this industrial icon.
Harland & Wolff
Shipbuilding
Engineering
Defence
Disciplines
Brand Identity
Digital Experiences
Editorial Design
Illustration
Environmental Graphics
Gavin Martin — Print
Credits
David Cordner — Photography
Engage — Titanic to Tomorrow video
GMC — National Flagship renders
“Our work introduced a new visual identity and design system that honours Harland & Wolff’s heritage while looking to the future — uniting its past with a cohesive, modern system that brings consistency across every touchpoint. The updated brand re-energises the company’s culture and reputation, creating alignment across sales, marketing, employee, and investor communications.”
1860s — 1990s. The monogram has changed little since H&W was established in 1861.
Today. The refined wordmark, honouring its heritage, yet timeless enough to remain relevant long into the future.
From Titanic to Tomorrow: To mark Harland & Wolff’s 160th anniversary, creative colleagues at Engage created this exceptional video — concepting, scripting, and producing a powerful narrative that pays homage to the shipbuilder’s rich heritage while firmly looking to the future. It sets the stage for new horizons, new technologies, and a renewed sense of purpose. It also acts as a celebration of the brand identity and design system we crafted: highly adaptable and cohesive across digital, print, and beyond.
A3 landscape book, boards and bid pack for the UK National Flagship competition.
“The £250m bid showcased Harland & Wolff’s gravitas and ambition — a presentation carrying the same craft, precision, and authority as the vessels the company has delivered throughout its history. Every element was carefully considered, from the texture of the materials to their physical weight, reinforcing the brand’s commitment to quality at every level.”
Seatrade Cruise Global Miami — Exhibition stand graphics and supporting event related materials
Annual Report & Accounts — concept, design and template artwork.
Corporate brochure cover and fold-out plan of the Belfast shipyard.
“The impact was immediate and tangible: Harland & Wolff went on to win a £1.6 billion contract as part of Team Resolute to support the Royal Navy, signalling the revived strength of this industrial icon.”
Brand guidelines portal with modular system and colour palette.
A rich and storied history since 1861 — From Titanic to two World Wars and beyond. With exclusive access to Harland & Wolff's archives, we scanned images for research, inspiration, and use within a multitude of print and digital assets we designed.
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About
Aesthetic Works is an independent branding and design agency based in Shoreditch, East London. We transform ambitious brands and businesses with simple, unifying ideas — creating work that drives success today and delivers value that endures long into the future. We work with clients ranging from UK startups to global multinationals, with sector experience spanning financial services to energy, retail to engineering, hospitality to shipbuilding.
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