In June 2015, Norbert Dentressangle was acquired by American company XPO Logistics. Publicis LMA assisted its partner in meeting a unique challenge: recreate, in one month, a brand that had been established for 35 years.
Welcome to the next
Supply Chain Generation
The resulting company entered the global top 10 of supply chain operators. A highly promising change that opened a fresh chapter and presented an opportunity: to reaffirm its position vis-à-vis its competitors.
A comprehensive rebranding endeavor
Objective: feature the new identity on all communications media to help all employees take ownership and to share the change with customers.
The proof of this fast and efficient change was disseminated permanently, with a digital rallying cry – a claim that unites the workforce and is a powerful vehicle on social media.
From the very first hours of the rebrand, the hashtag was picked up and spread through the UK, Poland, Italy, Spain, the US and elsewhere – accompanied by enthusiastic photos and proud comments.