Reinventing a brand and re-energizing its founder

The Situation

When Cyclone Shipping, a Gilbert, Arizona–based global freight-forwarding and logistics company, first approached Brenits Creative, its future was uncertain.

Founder Eric Bailey, a former merchant marine, had built the company over seven years through word-of-mouth referrals and one-to-one relationships. Cyclone specialized in transporting high-density cargo — including dried fruits, nuts, and other bulk goods — requiring deep knowledge of international ports, regulations, and customs processes.

Despite this expertise, the brand lagged behind its reputation. Cyclone relied on a dated logo, a one-page website with almost no content, and no marketing materials. Nearly 80% of revenue came from a single client, leaving the company vulnerable. Eric knew something had to change — but wasn’t sure whether to invest in the business or walk away.

Our challenge was to help Cyclone Shipping redefine its brand, rebuild its presence, and reignite the founder’s passion for growth.

Our Solution

Through a series of brand strategy workshops, we uncovered the company’s unique value: precision, reliability, and global expertise. From there, we built a refreshed brand foundation to reflect those strengths and reconnect the founder to his mission.

1. Brand Positioning and Messaging

We developed clear positioning and messaging centered on Cyclone’s customer promise: every shipment, every detail, handled with care. The new tagline — “The Art of Leaving Nothing to Chance” — was inspired by an old maritime poem, perfectly capturing the company’s disciplined, professional approach.

2. Updated Brand Identity

We created a modernized logo and visual system with dynamic movement and refined typography, giving the brand a more confident, global feel while maintaining its nautical heritage.

3. A Customer-Focused Website

We designed a new mobile-friendly website on WordPress with an entirely fresh content strategy. Instead of simply describing services, we developed pages that spoke directly to customers — emphasizing reliability, transparency, and specialized expertise.

Features included:

• Clear, benefit-driven messaging written for busy logistics professionals

• A new “About You” section tailored to client needs

• Streamlined navigation and contact pathways for faster inquiries

4. Print & Sales Collateral

To complement the rebrand, we produced new sales collateral and promotional materials, including a custom-branded calendar Eric had long envisioned giving to clients — a small but meaningful gesture that reinforced personal relationships at the heart of his business.

The Outcomes & Results

The rebrand gave Cyclone Shipping not just a new image — but a renewed sense of direction.

Within one month of launching the new brand and website:

• Cyclone secured several new clients and re-energized long-time relationships.

• Customers commented on the transformation — one even said, “You look like a real business now.”

• The company gained a clearer value proposition and professional credibility in a competitive global market.

“As Brenits Creative began developing the new branding elements and content, we were blown away. They understood our business, industry lingo, and nailed messaging that spoke to our target audience.”

— Eric Bailey, Owner, Cyclone Shipping

Today, Brenits Creative continues to collaborate with Cyclone Shipping on strategic marketing and outreach effortsto strengthen the brand’s visibility and support its long-term growth in the cyclical logistics industry.

Takeaway:

When a business finds its voice, it often finds its purpose again. The Cyclone Shipping rebrand proves that even in a global industry, clarity and confidence are a company’s greatest competitive advantages.