Brand strategy / Creative direction / Design / Art direction / Copywriting
Brand identity / Brand guidelines / Web design / CX design / Content generation
Carousel was already a disruptor in it's marketplace, preparing to expand rapidly across Europe through acquisition. Already doing things their way, Carousel was developing logistics services and technologies driven by empathy – from a deep understanding of complex, individualised needs within client organisations, and the profound knowledge that the customer experiences Carousel generated were a critical manifestation of their client's brands.
Carousel needed to deliver their unique proposition in a new online environment, that would be both an enabling hub for delivering sophisticated client solutions, and a welcome 'honeypot' to a rapidly growing pool of new partners.
For this to happen the brand identity first needed to carefully evolve, from that of a regional logistics provider, to the appearance and voice of a credible global leader. The process began with customer, partner and C suite interviews and research, followed by stakeholder workshops. Consequently, the changes to web site, identity, values, visual language and tone of voice remained familial to all audiences, yet repositioned the business as the industry disruptor it always was, capable of delivering the new brand promise – Logistics driven by customer experience.