MISSION CRITICAL DELIVERY
Brand Situation
On a loosely consolidated market, highly competitive at the same time and within a very-difficult-to-differentiate category, NemoExpress, one of the leading five players in fast delivery services market, commissioned Brandient for a complete rebranding process.
Brandient’s Approach & Solutions
For NemoExpress, Brandient delivered:
- repositioning and portfolio strategy consultancy;
- redefining brand DNA;
- visual identity and applications for the most important brand vectors;
- brand communication and brand presence throughout conventional and on-line media;
- internal communication.
In a category where differentiation is less generous regarding positioning through promises, Brandient used the design and communication range of instruments in order to recommend a brand idea based on the organizational personality, strongly masculine, full of entrepreneurial drive, ambitious, intelligent, agile and perseverant. Therefore, the chosen symbol, the shark, treated in a simple and minimalist type of graphic approach, as well as the strong choice of colors (red and black), were instantly embraced by the organization, thus marking a change of image and expression rather than a change of essence. A consistent highly utilitarian visual language was used in the drawing of all major brand construction vectors: the car fleet, the stationery, and the brand communication.
This change brought benefits to the business, not only by increasing visibility of the main brand vector—the car fleet—but also through the awareness of its own corporate identity perceived by the employees and managers.
The time span of the project was April 2008–August 2008.
