Introduction
Lianson Fleet Group Berhad (LFG) is a Bursa Malaysia-listed marine logistics and offshore support operator working across Southeast Asia. The company was previously listed as ICON Offshore Berhad. The brief was to run the corporate rebrand alongside the name change so the new corporate identity was visible to investors at the same time as the announcement of the new name.
Walk Production was engaged to deliver brand strategy, corporate identity, brand guidelines, company profile, PowerPoint master deck, marketing collateral, copywriting and the new corporate website over the engagement.
Our Solutions
Brand strategy and positioning
The brand strategy repositioned the company as a marine logistics group rather than carrying the ICON Offshore positioning forward unchanged. That ordering aligns the brand with how the post-name-change business operates and reports.
The CARE framework was set as the four corporate values: Communication, Appreciation, Reliable, Efficiency. CARE was written to translate into both the internal culture and the external posture of the brand. The vision line, “steering the industry towards a sustainable future,” fronts the brand on materials read across the company’s stakeholder base.
Corporate identity and brand guidelines
The corporate identity system covers stationery, presentation templates and the marine-specific touchpoints relevant to a fleet operator. The visual treatment was set to read across both an investor relations document and a charterer-facing document without forcing a different palette for each surface.
The brand guidelines document logo applications, typography, colour specifications, imagery direction and stationery standards. Application standards cover the regulated communications a Bursa-listed company produces on a fixed calendar, so the in-house IR and corporate secretarial teams stay aligned on brand presentation.
Company profile, master deck, website
The corporate profile and PowerPoint master deck were written for the post-name-change business. The profile leads with the fleet group structure, then leadership, then operating coverage, so a reader reaches the information they came for in the first half of the document.
The corporate website replaced the legacy ICON Offshore site under the new domain and identity. The site fronts investor relations materials, the fleet portfolio, the new corporate-overview content and the careers section.
The Results
The rebrand shipped at the same time as the Bursa name change from ICON Offshore Berhad to Lianson Fleet Group Berhad. Investors who read the announcement on Bursa landed on a corporate website, a company profile and a master deck that already wore the new identity, rather than on an old-brand surface that contradicted the announcement.
The wider package gave LFG’s IR, business development, corporate secretarial and operations teams a single set of brand assets to work from across regulated reporting, charterer engagement and client communications.
Related Questions
Why did the rebrand have to ship on the same day as the Bursa name-change announcement?
Investors read the announcement on Bursa and immediately go looking for the new identity on the company’s website and IR materials. If the brand on those surfaces still said “ICON Offshore” for a week after the announcement, the announcement would have looked like a paper change rather than a corporate change. Aligning the rollout with the Bursa date kept the rebrand and the announcement reading as one event.
What does the CARE framework actually cover?
CARE is the four-value frame: Communication, Appreciation, Reliable, Efficiency. The values were written so the operations team has a common reference for how staff work with clients, and so the IR and BD teams have the same reference when writing investor and charterer-facing copy.
Why brand for the wider fleet group rather than for offshore support vessels alone?
The post-name-change business is wider than offshore support. Branding the company as an offshore-support specialist would have rebuilt the same gap that the name change was meant to close. Branding to the wider fleet group puts the brand and the registered business in the same posture.
What is in LFG’s brand guidelines that a non-listed company’s guidelines often skip?
Application rules for regulated communications produced on a fixed calendar. Listed companies produce these regularly and the brand has to hold across all of them. Non-listed companies can usually leave those surfaces out of the guidelines.
How does the new website handle both investor and chartering audiences?
The site is structured so investor relations content sits alongside the fleet portfolio rather than buried under marketing pages. A Bursa-side reader and a charterer landing on the homepage can each reach the section they came for within one click, without splitting the site into a separate IR microsite.
