Unpacking a global brand

Scan Global Logistics (SGL) needed to strengthen its global brand position to support ambitious growth targets in new markets and to highlight new key services, such as e-commerce and special transportation.

As part of this, the organisation had been through the process of aligning internally on its corporate DNA and virtues. However, marketing quickly found that translating the results into a clear, powerful, and customer-centric communications platform was no easy task.

Not only would the platform need to show a fresh, dynamic, and people-orientated face of the business that highlighted its commitment to servicing customer needs, however challenging, but it also needed to be adaptable to local markets to provide a strong foundation for SGL’s expansion strategy.

CBC is no stranger to delivering complete brand platforms for complex B2B businesses that provide the ideal platform for future growth.

Taking the findings and conclusions from the brand DNA process, CBC developed a highly distinctive creative approach that gave SGL a powerful and flexible way to engage with target audiences across multiple channels and markets.

The concept combined images of the people who make SGL’s services happen with the environments where reliable delivery is crucial, supported by action-oriented messaging that highlights the personal touch SGL brings to every project. Visually, graphic overlays were used to give a sense of how SGL is a business on the move, for customers and for the company’s own growth.

CBC also reformulated the brand promise into the tagline 'Uncomplicate your world'. As logistics is often regarded as complex and costly, the tagline highlights how SGL removes the pain from the process to deliver a most cost-effective, simple, and dependable solution.

The concept was unfolded across a broad variety of elements, including websites, posters, brochures, social media, and at key industry events.