In 30 years, CMA CGM has become the world’s third largest container shipping group. Founded and managed by Jacques R. Saadé and family-controlled even today, its expansion fuelled by organic growth and acquisitions has made it a globally recognized success story in its industry. Every day, 390 ships cross the globe on 150 major maritime routes. The group has grown rapidly, notably by anticipating the sustained increase in global trade fuelled chiefly by exports from China to Europe and the US.

With 16,000 people working in 650 branches and offices worldwide, CMA CGM wanted to give its brand maximum visibility: the containers that carry 80% of the goods manufactured globally offer linear meters of visibility on the ships, trains and trucks that transport them.

We began by modernizing the logotype and then reworked the company’s entire visual landscape: signage, written materials and website. Communication in the industry tends to be rather conservative, and we infused that of CMA CGM with a spirit of force and innovation.