Landry & Kling Global Ship Solutions
I was brought on board during the Covid-19 pandemic to lead a comprehensive brand refresh for Landry & Kling Global Ship Solutions (L&K). At the time, L&K was transitioning from its traditional focus on the MICE (Meetings, Incentives, Conferences & Exhibitions) market to positioning itself as a global leader in ship-based solutions, with a particular emphasis on worldwide disaster relief.
Key initiatives included:
A complete website redesign to align with the company’s new brand objectives and showcase its expanded service offerings.
Implementation of a mega-menu for improved site navigation, enabling users to easily access all the services L&K provides.
An updated brand color palette, refined style guidelines, and comprehensive brand guidelines to ensure a consistent and cohesive visual identity.
Targeted SEO strategies, leveraging Google Ads and Google Analytics to increase visibility and drive traffic to the website.
Bi-weekly email campaigns designed to engage current clients and attract new leads.
Launching a podcast during the Covid-19 pandemic featuring founder Joyce Landry, which gained significant traction with over 100,000 views.
ROLE
Brand Strategy
Art Direction
Visual Identity
UI Design
Creative Direction
Paid Advertising
The brand refresh led to a 502% increase in unique web visits, over $15M in new business, and 20,000+ new users, underscoring the success of the strategy in positioning L&K as a prominent player in its new market.
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.
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.