Blue Ctrl: The challenger in maritime automation

Blue Ctrl builds automation systems for the maritime industry. We worked with them on brand strategy, a new visual identity and an entirely new website, designed and built in Framer.

Their X-Connect platform gives vessel operators one unified way to monitor and control onboard systems, instead of juggling multiple separate interfaces.

The challenger
In an industry shaped by established suppliers, Blue Ctrl has a clear role as the challenger. Independent, forward-thinking and a safe choice for those who want more control over their fleet.

Complexity becomes order
The identity is built on a generative system of dots, lines and patterns, where something complex becomes ordered and legible. Just like Blue Ctrl does with data from ships and fleets. Blue is the anchor. It’s in the name.

One website for every audience
The new website is structured around the people who actually need to find their way: system integrators, shipowners and future employees. Blue Ctrl also got a brand guide and a web writing guide, so the expression stays consistent over time.