Felison

FELISON

One Brand for 150 Years of Maritime Entrepreneurship

An organisation can grow by adding new activities. By entering new markets. By constantly reinventing itself. But at what point do people stop recognising it as a single brand? That was the challenge facing KVSA.

For more than 150 years, KVSA has played an important role in the maritime development of IJmuiden. What began as a stevedoring company evolved into an organisation operating ferry and cruise terminals, real estate activities and new forms of maritime services. 
Each business developed successfully in its own right, but together they made the organisation less recognisable as one brand.

At the same time, something interesting had happened. Two of the organisation’s most visible businesses had been operating under the same name for years: Felison. A name that, for many travellers, customers and partners, had become more familiar than KVSA itself. It also refers to the Roman name for Velsen, firmly rooting the brand in the region’s history.

That insight became the starting point for the new brand strategy.
Rather than introducing a completely new brand, we chose to build on the brand equity that already existed by giving it a logical next step. KVSA continues as Felison. o support that transition, we developed a new visual identity that connects the organisation’s maritime heritage with a contemporary look and feel. From the logo to the website, from wayfinding to presentations and corporate communications, every touchpoint now expresses the same brand.

The strongest rebrands don’t begin by inventing something new. They begin by recognising what already has value.