How we rebranded Hamworthy after its divestment from Wärtsilä

Hamworthy was not a new name. It was a 110-year-old one the market had stopped seeing.

For years, the expertise, engineers and systems had lived inside Wärtsilä. Now the business had to step out independently, reclaim ownership of the Hamworthy name and rebuild awareness around it.

The challenge was continuity and change at the same time. Make it clear that the expertise had never gone anywhere, while giving the market a reason to notice Hamworthy again.

And do it in a marine engineering category where navy blue is practically compulsory.

We did not hand Hamworthy a strategy that would have never worked. We built it with the people who would have to live it.

Over two days, people from across the business, from leadership to engineering, service, sales and operations, worked through audiences, values, positioning and verbal identity together.

Because the brand does not belong to leadership alone. It belongs to everyone representing Hamworthy every day.

That thinking gave the business one clear direction and one purpose:

The name had heritage. The visual identity had more room to move.

We called the new logo concept Confluence. Inspired by pipes, flow and water moving from one state to another, the mark brings Hamworthy and Serck Como together in one continuous form, while the two elements of the “H” retain a subtle sense of separation.

The category gave us permission to push.

Most marine engineering brands looked and sounded the same: conservative, technical, visually interchangeable and…blue. So we deliberately moved Hamworthy as far away from that default as we could, without losing credibility.

The goal was simple: show that B2B can still be bold, distinctive and creative.
A brand built to work everywhere the business does, but designed to be noticed while doing it.

Built fast, because the launch date would not move. Built to look nothing like the category, because marine B2B online is often one long hull-at-sunset followed by a wall of PDFs.

The result is striking and dynamic, without losing the technical depth specifiers came for. Systems and vessel types both lead straight into the detail, with service given the same weight as products rather than buried underneath them.

Hamworthy now has one clear brand, one visual system and one story connecting everything from the factory floor to the sales meeting.

A brand built for independence without losing the history, recognition and engineering credibility already earned.