Updating a Legacy Logistics Brand for the Modern Market
Freightwings is a logistics company that already enjoys a stellar reputation in the industry with four decades of experience in freight forwarding and customs broking. But their brand communications no longer reflected the scale, breadth of expertise, and end-to-end logistics capabilities of the company.
Freightwings approached Spacebar to reimagine how they show up in the market. The challenge was twofold.
Brand Strategy and Identity Designing
Our previous associations with logistics companies helped us get up to speed quickly with what Freightwings does and how they do it differently. Our approach moved beyond the cosmetics of brand identity to signal intent, clarity, and personality.
1. Repositioning
At the core of the strategy was repositioning the brand from being perceived as a transactional service provider to a solution-oriented partner.
2. Reframing
To create a sense of warmth, inclusivity, and collaboration, we made the brand speak to their customers in first-person. By using intentional articulation like “we,” “you,” and “us,” we positioned the brand as someone who works with you as a partner, not just for you as a vendor.
3. Reimagining
We reimagined visual choices to reflect real, grounded scenes We chose a new image style that portrays people, processes, and infrastructure in ways that felt real and dynamic. We looked for hues that felt confident and current, while staying rooted in the reliability the brand is known for.
The Brand Book: Making the Abstract, Concrete
See the brand book and our story behind the process in this video.
The Website: Breathing New Life based on the New Identity
We translated the brand book into design and developed a new website that clearly emphasizes the company’s positioning as a logistics solutions provider and enhances its perception as a premium, differentiated brand.
See the whole website here: https://freightwings.com/
