Reinventing a brand and re-energizing its founder
Scope of Work: Brand Positioning. Brand Messaging. Brand Identity. Marketing Strategy. Print and Digital Design. Website Design.
Cyclone Shipping, a Gilbert, Arizona-based global transportation, and logistics company was at a crossroads when we first met the company and its owner Eric Bailey.
After years of getting by with a dated logo, a one-page (content-less) website and little to no marketing, the company needed new branding and messaging to better-position itself in a competitive, global market.
After we completed the foundational and strategic brand positioning work, Brenits Creative developed a new logo and website for Cyclone Shipping. We then created sales collateral and promotional material to use in the field with prospects and customers and continue to partner with Cyclone Shipping today.
NEW BRAND, NEW MARKETING, NEW ENERGY
Seven years after its founding, Eric Bailey was trying to decide what to do next with his company Cyclone Shipping. Ready for something new, he wondered if he should sell the company, shut it down, or invest his time, energy, and resources to take his business into the future.
Luckily for us, he decided to take Cyclone Shipping into the future and continue to build the company into something he could pass on to the next generation of his family.
A Merchant Marine’s Background, a Global Customer Base
Cyclone’s core business is heavy-load hauling high-density cargo, including dried fruits and nuts. It’s a unique transportation niche that requires specialized equipment, deep knowledge of international ports and shipping lanes, and how to long-haul dry goods.
The owner’s background as a merchant marine helped him to provide customers with a trusted partner. He’s able to navigate international shipping regulations, get products through customs and deal with unexpected issues — and there can be many in this industry.
Since its inception, Cyclone Shipping’s focus has been light on marketing. It got by and had genuine success with only a singular online presence — a one-page website, light on content — and no sales collateral.
The founders built the company over nearly a decade of hard work and one-to-one outreach to prospects. They grew the business through word-of-mouth referrals from happy customers who appreciated almost 24/7 access to the owner.
Almost 80% of Cyclone Shipping’s business came from one company in what is known to be a tight, niche market with only a handful of competitors. The owner knew he had to do things differently to capture more business in his market.
Getting to Know Cyclone Shipping
We met with Cyclone Shipping over a series of creative strategy meetings. We discovered that, despite the founder’s uncertainty about the company’s future, he was still committed to the business. The project gave Brenits Creative a fantastic opportunity to work with Cyclone Shipping to re-position and re-imagine the brand of this international shipping firm and reintroduce it to people around the world.
We began the process by developing new brand positioning and messaging strategy, then focused on a new visual identity and company tagline.
As we came to know the lengths Cyclone Shipping goes to move its customers’ cargo from point A to point B safely, smoothly, and on time. We collectively agreed on a new company tagline inspired by a line from an old maritime poem, “The art of the sailor is to leave nothing to chance.”
“The Art of Leaving Nothing to Chance.”
We paired the tagline with a new design logo that modernized the company’s image and added more movement and finesse.
Modern, Customer-Focused Website
Next, we developed a mobile-friendly website with a rich, new experience that helped potential customers better understand the company’s full capabilities and unique expertise.
We added several new audience-focused pages, including “about you,” to speak directly to Cyclone’s customers. It’s a busy audience that prefers short, clear messaging. They’re more focused on ensuring their freight gets to where it needs to go — on time and on budget. Brenits Creative also developed compelling content showcasing Cyclone’s expertise, showing the full breadth of the company’s services. The new website’s language was clear and tightly focused, ensuring that Cyclone’s potential customers would see what made Cyclone the shipper of choice for high-density cargo.
Powerful, Print Collateral
With the new identity and messaging completed, we created print marketing for Cyclone Shipping. We developed a series of sales collateral and a unique, branded calendar that Eric had long dreamed of giving customers and prospects.
“As Brenits Creative began developing the new branding elements and content, we were blown away. They understood our business, industry lingo and were able to nail messaging that spoke to our target audience.”
Eric Bailey, Owner of Cyclone Shipping
THE KEY TAKEAWAY
CYCLONE SHIPPING REBRAND AND NEW SITE LAUNCH
Cyclone debuted their new website, logo, and collateral to customers and is pleased with the responses they are getting. Within one month of relaunching the brand, Cyclone was able to win over several new prospects and impress long-time connections. Cyclones Founder, Eric Bailey, told us that one of his customers even commented, “You look like a real business now, with that new collateral!”
Playing a role in helping a business owner chart the course for the company’s future has been rewarding in many ways. We helped Cyclone Shipping clarify and communicate what makes it a globally respected freight transportation and logistics company. We learned about an exciting niche, and we were able to play a part in helping a business be re-imagined and re-positioned to live well into the future.
We’re currently working with Cyclone Shipping on long-term marketing efforts, including strategic outreach to support what can be a cyclical business.
My experience with Brenits Creative has been fantastic I wish I would have contacted them back when I first started my company.
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