From a haulage business
to a brand dedicated to solving problems

Background
White Logistics are a family owned, medium sized haulage business based in the West Midlands.

The brief
The haulage industry is so commoditised that ‘on the roads’ there is little to differentiate one business from the other. They transport stuff from A to B, facing daily challenges, but the skill, knowledge and dedication to service is often hidden. White Logistics wanted to change this and to grow their business. Our brief was to develop a brand proposition and identity that would communicate their drive and passion and put them on the map in the minds of potential customers.

Our solution
The starting point for all our projects is to define the point of clarity for a business. What really makes the business different from others? What value do they really give to their customers and community? For White’s this involved internal research to identify what makes them tick and a series of one-to-one interviews with a number of customers. The findings gave us some resounding answers. White’s genuinely make a difference by going that extra mile to solve their customers challenges. Their emphasis is always the same. Solutions not problems.

Haulage is a direct, no bulls*** industry. This is expressed through the straight forward ‘black & white’ problem solving approach to the identity and brought to life as a brand that’s constantly on the move - going places. The Problem? Solved! proposition has been developed into a series of puzzle teasers on the White trucks. These link to social media channels and are now starting to create real conversation and dialogue.

We created
Brand strategy following extensive research, brand proposition, the identity, livery, animation, uniforms, website, sales literature and brand engagement materials.

This project is part of the Design Council’s Designing Demand.