W8 shipping

Rebranding of an international company for car delivery from the USA

Weight Shipping is an American-Ukrainian company that delivers cars and vehicles of various sizes from the United States to Ukraine or Europe. The company has many years of experience, well-established processes, and its infrastructure to provide a full cycle of logistics.

The client had a brand book that was becoming a bit outdated. A lot has changed in the automotive market over the years. However, the main problem was that the client did not have a distinct brand and market positioning. There was also a request for a communication strategy that would help the company secure its leadership position in the car delivery market.

Here's what we did:

Brand strategy

Brand identity

Brand strategy

The creation of a brand strategy and positioning was a key task that had to lay the foundation for further communication with the client. Our research has shown that there are no dominant brands or companies with a clear positioning in this category. Usually, communication is focused solely on the product, without creating an emotional connection between the customer and the brand. In general, the used car market in Ukraine is rather chaotic.

The key difference among competitors was that Weight Shipping works exclusively with the US market. And, as you know, US standards are not only a larger selection of unique car models but also a high level of service and quality. Figuratively speaking, US standards are always more than you expect. And by choosing to cooperate with W8, you have the support of a real superpower that will be on your side. This became the foundation of our positioning.

“Strive for the best – get more!” is what W8 Shipping offers its partners. This applies to both the vehicle itself (its characteristics and equipment) and the service.

Communication

We have developed a customer service guideline that helps to exceed their expectations, creating long-term relationships and brand loyalty. Since the company works with clients of two categories – retail and wholesale, we have built two separate areas of communication with a focus on benefits for each category.

An important point of the communication strategy was to show not only the quality of the product but also how this product can change the quality of the client’s life. To evoke emotions, not just cold calculation.

Brand identity

The challenge was that we had to keep the existing logo and corporate colors – pink and dark gray. This was especially important because the W8 trademark is registered in the United States, and fundamental changes would have been difficult from a legal point of view.

Starting with the analysis of the old identity, we found a lack of a clear system in the visual elements. We systematized and refreshed the company’s logo, ensuring its synchronization in different applications. In addition, a modern font was selected.

A key aspect was to update the color scheme, ensuring that it was displayed in the same way across all media – from paper to digital formats and merchandising. After that, we developed new templates for print, presentations, and web advertising, and created a new version of commercial offers and branded merchandise. We complemented this with the introduction of a new branded element – a frame, which added to the brand’s uniqueness.

Our work also included designing a new version of the brand book and developing templates for social media posts. At the final stage, we put together an identity guide, ensuring proper use and easy access to all the necessary materials.

What are the results?

Our cooperation resulted in a unique client positioning and brand strategy that reflects its status as a market leader and a reliable American company. The updated identity demonstrates the brand’s modernity and relevance. We focused on making the brand more attractive and understandable to people, showing how the company helps people change their lives for the better – both end car buyers and partner dealers.