From modest origins, SAMS has grown to become an internationally renowned marine research establishment. Whilst retaining charity status, it has continued to evolve in response to developments within the industry.

We began working with SAMS in 2001 essentially to raise its profile within the market to reflect the organisation’s acknowledged expertise. However, in order to influence external opinion firstly we had to get a grasp of the internal management issues and its business strategies. We also researched similar types of organisations around the world to understand the ‘scientific’ marketplace. This insight allowed us to develop an international identity capable of reflecting the new group structure and supporting the creation of sub-brands including a subsidiary company SAMS Research Services and an incubation facility under the European Centre for Marine Biotechnology banner. Each identity shares common graphic elements, yet maintains a degree of individuality relevant to the precise business remit.

From the outset, internal management of the new brand identity was identified as a priority. After all, employees are the individuals best placed to become brand ambassadors. Through a series of workshops and the production of a practical brand manual, SAMS was equipped with the knowledge to manage and communicate its brand properly. Whatever changes occur within the organisation and its market, SAMS is now much better placed to respond without jeopardising the integrity of its brand.