In 2022, I had the opportunity to pitch and lead a full rebranding campaign for SMT Shipping, a well-established company in global dry bulk transportation and transshipment solutions. While the company’s operational reputation was strong, its brand identity no longer reflected its evolving direction, values, or digital presence.
I proposed a refreshed visual identity that retained the company’s recognisable logo, but reimagined it with a modern, flatter design and an updated colour palette. This rebrand was more than aesthetic — it marked a strategic shift in how SMT presented itself to the world, particularly in digital and print media.
As part of this transformation, I designed and launched the company’s new website, built on WordPress, and have since continued to maintain and update it. I also took over the full spectrum of design responsibilities across the business, from marketing materials to branded merchandise.
Following the successful rollout of the rebrand, I was appointed Media, Communications and Design Lead. In this role, I am responsible for developing and executing SMT’s global social media strategy — including content creation, image sourcing, copywriting, and layout design. I also design, edit, and produce the company’s bi-annual magazine, along with all other press and PR-related publications. With a LinkedIn following of over 10 000 followers, we are constantly creating content with accompanying images to inform our followers of company events and news items.
My responsibilities extend to all visual communication within the company. This includes:
- Designing and overseeing merchandise, invitations, posters, internal and external marketing collateral, and office materials
- Managing the implementation of the brand across all global offices and vessels
- Ensuring consistency and quality in third-party collaborations
- Producing and editing video content for both internal and public-facing use
I work closely with teams across departments and geographies to ensure brand cohesion, visual clarity, and a strong, recognisable identity at every touchpoint.
Web, Communications & Design
Web, Communications & Design
Following the successful rollout of the rebrand, I was appointed Media, Communications and Design Lead. In this role, I am responsible for developing and executing SMT’s global social media strategy — including content creation, image sourcing, copywriting, and layout design. I also design, edit, and produce the company’s bi-annual magazine, along with all other press and PR-related publications. With a LinkedIn following of over 10 000 followers, we are constantly creating content with accompanying images to inform our followers of company events and news items.
My responsibilities extend to all visual communication within the company. This includes:
- Designing and overseeing merchandise, invitations, posters, internal and external marketing collateral, and office materials
- Managing the implementation of the brand across all global offices and vessels
- Ensuring consistency and quality in third-party collaborations
- Producing and editing video content for both internal and public-facing use
I work closely with teams across departments and geographies to ensure brand cohesion, visual clarity, and a strong, recognisable identity at every touchpoint.
The SMT Shipping website was a key pillar in the company’s digital rebrand — a fresh, streamlined platform designed to reflect a global shipping business in a clear, engaging way.
One of the main goals was simplicity. The previous site was text-heavy and complex, so I stripped it back to the essentials, focusing on crisp, digestible content that still captured the scale and sophistication of SMT’s international operations.
A big part of the redesign involved video. I edited a series of dynamic clips that highlight what it takes to run a worldwide bulk transportation business — from ship loading to transshipment in action. These striking visuals are now featured throughout the site, helping visitors quickly understand who SMT is and what they do.
Beyond the website, I also produce videos for presentations and internal communications, supporting SMT’s global teams with content that is both informative and visually strong.
Video Editing and Website Design
Video Editing and Website Design
The SMT Shipping website was a key pillar in the company’s digital rebrand — a fresh, streamlined platform designed to reflect a global shipping business in a clear, engaging way.
One of the main goals was simplicity. The previous site was text-heavy and complex, so I stripped it back to the essentials, focusing on crisp, digestible content that still captured the scale and sophistication of SMT’s international operations.
A big part of the redesign involved video. I edited a series of dynamic clips that highlight what it takes to run a worldwide bulk transportation business — from ship loading to transshipment in action. These striking visuals are now featured throughout the site, helping visitors quickly understand who SMT is and what they do.
Beyond the website, I also produce videos for presentations and internal communications, supporting SMT’s global teams with content that is both informative and visually strong.
Maintaining a Global Brand
Brand consistency is a key part of my role at SMT Shipping. Since the rebrand, I’ve overseen its rollout across all our global offices — from signage and office supplies to the branding now visible on newly built vessels. I also manage how third parties engage with our brand, ensuring any external publications or reports use the correct and most up-to-date visual identity.
Company Magazine: Nautical News
As Media & Communications Lead, I’m also responsible for Nautical News, our bi-annual company magazine. Published in four languages, it’s shared with both clients and employees around the world. I handle the full production process — from content creation, copywriting, and image sourcing to layout design and managing the printing.
To view a copy of the magazine, please follow the link below:
Merchandise & Marketing Materials
The SMT brand also comes to life through a wide range of printed and promotional materials. I’ve designed and overseen production of everything from notebooks, water bottles, and umbrellas to crockery, tote bags, and office essentials — helping bring a sense of unity and identity to our internal culture and external presence alike.
Merchandising, Publications and Brand Consistency
Merchandising, Publications and Brand Consistency
Maintaining a Global Brand
Brand consistency is a key part of my role at SMT Shipping. Since the rebrand, I’ve overseen its rollout across all our global offices — from signage and office supplies to the branding now visible on newly built vessels. I also manage how third parties engage with our brand, ensuring any external publications or reports use the correct and most up-to-date visual identity.
Company Magazine: Nautical News
As Media & Communications Lead, I’m also responsible for Nautical News, our bi-annual company magazine. Published in four languages, it’s shared with both clients and employees around the world. I handle the full production process — from content creation, copywriting, and image sourcing to layout design and managing the printing.
To view a copy of the magazine, please follow the link below:
Merchandise & Marketing Materials
The SMT brand also comes to life through a wide range of printed and promotional materials. I’ve designed and overseen production of everything from notebooks, water bottles, and umbrellas to crockery, tote bags, and office essentials — helping bring a sense of unity and identity to our internal culture and external presence alike.
morne.luus@gmail.com
+44 7459 501 838
morne.luus@gmail.com
+44 7459 501 838