Harland & Wolff
Repositioning one of the world’s most iconic shipbuilding brands

Shipbuilder
Brand identity

Founded in 1861, Harland & Wolff is one of the most storied names in shipbuilding, responsible for vessels including RMS Titanic and the UK’s first supertanker, Myrina. After decades of decline and strategic drift, the brand had become fragmented and in need of renewal.

Project overview

Challenge
The business required a visual identity and design system capable of honouring its engineering heritage while positioning the organisation confidently for the future.

Approach
Returning to first principles, we developed a visual identity defined by precision, scale and industrial confidence. The system introduces supporting graphic elements alongside a disciplined typographic framework and a signature palette of intense black and warm yellow.

Outcome
Documented in comprehensive brand guidelines and applied across communications, print, signage, uniforms, vehicles and digital platforms, the identity restores cohesion to a complex organisation and reasserts Harland & Wolff as a confident, forward-looking industrial business.

The revitalised brand supported high-stakes bids, including a £250m UK National Flagship submission, and contributed to securing a £1.6 billion Royal Navy contract as part of Team Resolute.

From Titanic to Tomorrow: To mark Harland & Wolff’s 160th anniversary, colleagues at Engage created this exceptional film producing a powerful narrative that pays homage to the shipbuilder’s rich heritage while firmly looking to the future. It also acts as a celebration of the brand identity we crafted: highly adaptable and cohesive across digital, print, and beyond.

Harland & Wolff cranes in Belfast skyline with cruise ship beneath it in the water

Harland & Wolff archive image showing Titanic docked in Belfast

Harland & Wolff archive image showing exterior buildings in the late 1800, early 1900s with ship in background

Harland & Wolff archive image showing exterior of ship being built in the late 1800, early 1900s

Harland & Wolff archive image showing ships under construction in the docks

Harland & Wolff archive image showing exterior buildings in the late 1800, early 1900s with railway line in foreground

Harland & Wolff workers and apprentices wearing PPE and showing yellow H&W monogram

Harland & Wolff shipyard dock in Scotland looking out to sea with a wind turbine in the picture

Harland & Wolff National Flagship bid design - Render by SMC

For the £250m UK National Flagship competition, we designed and oversaw the production of a very high specification bid presentation pack incorporating an large (A3 landscape) book, design schematics, boards and a custom-engineered hard case, applying the identity with the same care and authority as the ships themselves. Tactile, detail-focussed, and luxurious.