ABS Digital Solutions

ABS Wavesight Branding and Launch

Overhead view of a cargo ship under way, with a translucent ABS Wavesight logo superimposed.
ABS Wavesight logo.Services
  • Brand Strategy & Development
  • Graphic Design
  • Website Development & Maintenance

ABS Digital Solutions is the digital arm of American Bureau of Shipping (ABS), a 160-year-old marine classification society that’s committed to next-gen marine digitalization.

They were merging two existing maritime software products — My Digital Fleet, a legacy product from ABS, and Nautical Systems from ABS Group (an ABS affiliate). The new product would be a leader in the industry, and it needed a distinctive, memorable, trademarkable brand to stand above the competition. Adcetera delivered in record time, christening the new offering ABS Wavesight and launching it at one of the maritime industry’s most important tradeshows.

A woman wearing a dark blue suit stands in front of a wall-size display screen, viewing performance log data on a world map.
ABS Wavesight logo.


While its history dates to the 1860s, ABS is today a leader in the digitalization of fleet management — combining advanced edge networking, cloud computing, and AI to help optimize uptime, streamline crew and personnel management, and drive decarbonization efforts. In combining My Digital Fleet and Nautical Systems into a single solution, ABS was moving sharply ahead of their competitors — and they turned to Adcetera to give their initiative the distinction, polish, and visibility it deserved.

The Approach

We deployed our One Voice Program methodology to get to the heart of the ABS offering:

  • In-depth market research and discovery
  • Core messaging
  • Brand themes
  • Naming
  • Market testing
  • Visual identity development
Pages from the ABS Wavesight brand guide, showing primary and secondary font preferences and the brand color palette.
Eighteen icons in the blue and red ABS Wavesight style are arranged in three rows on a sheet of drafting paper.
A full-page magazine ad for ABS Wavesight features a cargo ship and the headline, “Organize. Optimize. Realize.”
A full-page magazine ad for ABS Wavesight features a woman in a control center and the headline, “Fleet management. Risk management. Stress management.”

And finally, with the ABS Wavesight name, brand, positioning, and messaging in hand, we stood up a launch campaign that included a microsite, print and digital advertising, press materials, a launch video, and a launch event at the 15,000-attendee International WorkBoat Show.

Hands holding an issue of “TradeWinds” magazine with ABS Wavesight featured on the cover, including an image of a cargo ship and the headline, “A new vision for maritime software.”
Blue square.

Why Adcetera

Long experience in brand strategy, brand development, and naming for B2B and B2C brands have proven the value and effectiveness of the Adcetera One Voice Program. The process combines deep market, competitive, and client insights with a creative approach that delivers distinctive naming, messaging, and visual identity. And as in the case of ABS Wavesight, we can bring it all to market with multichannel campaigns that showcase the offering for the right audiences at the right time.