BASECREATIVE

Royale International

Making it happen for an international logistics specialist

With over 30 years of logistics expertise and continuous business growth, successful global logistics company Royale International needed to refresh its image and reinvigorate its brand strategy in order to take its place alongside 1st-tier competitors. Base Creative was commissioned to help this established logistics operator rethink its brand strategy and renew its visual identity and marketing collaterals.

800

employees provided with redesigned uniforms

9

key service functions included in project

20+

design touchpoints addressed

What we did

This project entailed a detailed research program to identify the company’s existing and potential positioning. A strategy was developed for moving towards the desired repositioning, and a full visual refreshment to support this move. The strategy and revamped design were rolled out across all touchpoints both on- and off-line.

Brand Strategy

Brand Identity

Marketing Communications

Brand Activation

Brand Strategy

Based on a set of keywords derived from the research phase, we identified key brand characteristics and differentiators within 4 defined categories: Efficient, Personal, Reliable, Flexible. These were refined to form the foundation of the Brand DNA, built on timeliness, information transparency, flexibility, efficient global operations, expertise, and an expanding range of services.

Beyond the corporate level, we identified the key selling points of individual services provided by Royale and found opportunities for improvement. The results of these activities were documented in a Brand Strategy Book and encapsulated in a Unique Positioning Statement – “make it happen”.

Brand Identity

Based on the strategy, value proposition and insights, we conducted a thorough-going review and redesign of the whole spectrum of visual elements, creating a compelling new visual concept for the brand across all countries. In addition to a new brand identity, we developed a brand grid as the foundation of a cohesive look and feel across the company’s offerings. The distinctive logo and “make it happen” slogan are applied across the wide range of services and have become the centre point of the design and messaging in all marketing collaterals. Every touchpoint was addressed, with every element receiving a makeover within a consistent style: Brand Guides; advertisements, corporate brochure and other marketing collaterals; stationery; shipping cartons and waybills; through to the company’s offices, vehicles and staff uniforms. 

Marketing Communications

During the research stage, we found that most of Royale’s business was obtained through referrals. To broaden the pool of potential customers, advertising materials and a corporate brochure were designed and developed. Online, we refined the company’s website and developed online banners, as well as using digital & social media to promote the business. 

Brand Activation

The revised design elements were rolled out to every touchpoint, so that whether one sees the company’s delivery vehicle passing by or looks at its website, one obtains a consistent and favourable impression of the business.

Summary

Royale International

800

employees provided with redesigned uniforms

9

key service functions included in project

20+

design touchpoints addressed

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