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“Not so long ago I thought design was simply about how something looked, now I see how it can have an effect on every aspect of a business.”
JUDITH STRACEY, CHAIRMAN AT WHITE LOGISTICS
Not a brochure. A 'can do' attitude.
Solutions. Not problems.
The challenge and solution
White Logistics is a family owned, medium sized haulage business based in the West Midlands.
The haulage industry is so commoditised that ‘on the road’ there is little to differentiate one business from the other. Companies face daily challenges transporting things from A to B, but the skill, knowledge and dedication to service is often hidden. White Logistics wanted to change this and to grow the business. Our brief was to develop a brand proposition and identity that would communicate their drive and passion and put them on the map in the minds of potential customers.
HOW WE SOLVED IT
White Logistics is a family owned, medium sized haulage business based in the West Midlands. The starting point for all our projects is to define the point of clarity for a business. What really makes the business different from others? What value do they really give to their customers and community? For White Logistics this involved internal research to identify what makes them tick and a series of one-to-one interviews with a number of customers. The findings gave us some resounding answers. Whites genuinely make a difference by going that extra mile to solve their customers’ challenges. Their emphasis is always the same. Solutions not problems.
Haulage is a direct, no bulls*** industry. This is expressed through the straight forward ‘black & white’ problem solving approach to the identity and brought to life as a brand that’s constantly on the move – going places. The ‘Problem? Solved!’ proposition has been developed into a series of puzzle teasers on White’s trucks. These link to social media channels and are now starting to create real conversation and dialogue.
White Logistic's identity
Here’s how we defined an attitude and way of doing business that turned a UK based logistics company into a multi-award winning benchmark for the sector.