Landry & Kling Global Ship Solutions
Measurable strategic magic. Pivoting a legacy brand into their future self, and proving it numerically.
Problem Framing & Strategic Intent:
At the height of the Covid-19 pandemic, Landry & Kling faced an identity inflection point. Known historically for serving the MICE industry, the company was undergoing a major pivot—expanding its focus to global ship-based solutions with a critical emphasis on disaster relief logistics. This shift required more than just a messaging tweak; it demanded a complete strategic repositioning to signal relevance in a drastically altered world. My role was to lead this brand evolution, translating the company’s broadened mission into a cohesive digital presence, a modernized visual identity, and a storytelling framework that could resonate across industries. The goal was clear: redefine perception, drive new visibility, and prepare L&K for its next chapter as a trusted leader in global crisis response and maritime logistics.
Challenge: Landry & Kling needed to shift public perception from cruise event planning to critical global logistics, without losing the brand equity built over decades.
Strategic Aim: Position the company as a forward-facing, trusted partner in ship-based disaster relief and mission-driven logistics through a modernized brand, digital overhaul, and targeted outreach.
During COVID-19, I led a full-scale rebrand, redesigning web, identity, messaging, and even launching a podcast, resulting in a staggering 502% spike in web traffic and $15M in new business.
1982-2021
2022-Present
Components
Breakdown
First, we redesigned the website from the ground up. Implementing a mega-menu structure to simplify navigation and spotlight their expanded service offerings. The visual identity was refreshed with a bold, modern color palette and refined typography, codified in a robust brand guideline system to ensure consistency across platforms. Recognizing the need for increased visibility in a newly competitive space, we deployed targeted SEO strategies alongside Google Ads and Google Analytics to track performance and drive qualified traffic. Engagement didn’t stop at the website, bi-weekly email campaigns were launched to maintain visibility with clients and leads, and we introduced a brand podcast featuring founder Joyce Landry, which organically gained over 100,000 views. Each initiative was strategically aligned to reintroduce L&K as not just cruise specialists, but as leaders in mission-critical ship solutions around the world.