Secon was well known as a family-run, mid tier freight logistics company that was small enough to provide personal service but big enough to provide a robust offering. As the company entered a new era of growth, how could it evolve its brand beyond the family identity whilst retaining the values that it was known for?
Research and Insight
We reasoned the best way to balance the need for change with the importance of protecting the company’s established values was to shift the brand’s focus onto the benefits and values the family stood for, rather than on the family itself. After a competitive analysis, we also concluded the company needed a new, modern brand identity that was ‘ownable’ in the sector.
Service, experience & trust delivered. This rebranding celebrated the business’s long family history in a central brand pillar of “industry experience”, something that could be shared with the entire team. It also elevated the business’s other core values into a promise to customers, which would also galvanise a clear and unified direction within the business in its new phase of growth. This was complemented by a refreshed brand identity which simplified the previous logo into a bold new look, rolling out across the entire fleet with a striking use of colour that made Secon’s vehicles instantly recognisable on the road.