GIVING TRACTION TO A LOGISTIC GIANT

When 8 different companies, each specializing in different aspects of the logistic chain, became part of a huge holding, a new brand was born: TRAXION.

We faced different challenges:

First, we had to build that brand, its essence, purpose, values and differentiators.

Second, we had to communicate what companies were part of the group, and start shifting and aligning their own essence, purpose, values and differentiators with those of TRAXION.

Some of those companies within the holding had build very strong and recognizable brands all on their own, while others were virtually unknown. We were leaders in some categories, and me too´s in others.
It was key to manage the transition smoothly.

We decided to position the brand as a one stop solution in a LOGISTICS POWERHOUSE.

We also identified different targets, media and messaging:
B2C, general awareness.
B2B, specific services.
Employees, vision, values and the strength of belonging to a true power player in the industry.