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”.
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.
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.
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.
