Building an infectiously attractive brand through a
tongue-in-cheek campaign
Cargowatch is a logistics service provider for companies that want to have more control over their shipping processes. Although, the company did well financially, they failed to explain in simple terms why businesses should work with them. That's why I started with developing the brand identity including their conviction, values and their promise.
The beauty of Cargowatch lies in the combination of a Transport Management System that provides their customers real-time insights into the performance of their carriers and their shipping processes allowing them to make the right decision at the right time, and a proactive customer service that ensures every delivery is on time. This is unique in the industry.
We decided to break down Cargowatch’s added value into 5 key benefits:
- a start analysis (benchmarking your carrier and shipping performance);
- reduce cost;
- more insight & oversight;
- perform better;
- improve continuously.
I teamed up with Leon Baaren (freelance art director) to create a brand concept focused on these 5 benefits. The payoff I developed functioned as the exclamation point behind these benefits. It said: Way to go! This roughly translates to: You're doing great! It expresses Cargowatch's unwavering confidence in the value of their tools and services, while also serving as a compliment to their customers for choosing Cargowatch.
This humor characterizes Cargowatch. The company doesn't take itself too seriously, so we created content with a tongue-in-cheek approach. The website took visitors on a journey (fitting for a logistics service provider) through the 5 key benefits. For each benefit, we developed a separate online video centered around one of their main clients who exemplified that benefit, presented by an anchor who seamlessly fit the brand.
Besides the website and online videos, we also created ads, a brand book conveying the new philosophy, a new logo and additional brand assets, various blogs for the website, and an introductory mailing with a compass, inviting customers to join the new direction Cargowatch has taken; a QR code led customers to the new website.
The new brand concept makes it much easier to passionately promote Cargowatch to future partners and new employees. It also gives salespeople the upper hand in business meetings with potential clients. The new website has led to a significant increase in the number of demo appointments for the Transport Management System, and sales have increased by 28%.
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