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Martin Brower

Relaunching a supply chain leader for a new era

  • Design
  • |
  • Strategy

The challenge

With the disruption brought by the pandemic, global supply chain has evolved from a trade topic to a mainstream cultural conversation.

 

Martin Brower, the global leader in foodservice logistics, saw this shift as an opportunity to elevate its brand and more confidently lead the industry.

 

Even though Martin Brower actually handles the full spectrum of supply, from predictive modeling to manufacturing, the company was challenged by outdated perceptions of the industry: that logistics is essentially a ‘point A to point B’ delivery service.

 

We partnered with Martin Brower to redefine their offering and brand vision – setting the stage to lead the industry in innovation and more effectively tell their story to both talent and customers.

Decode

We visited deep freezers, warehouses, and recruiting expos to better understand the nuanced category and procurement environment; Martin Brower’s unique company culture; and emerging B2B customer needs. We discovered that even the most technical buyers didn’t need more explainers about emerging technology – they need confidence that their logistics partner will get things done the right way. So we created a more intuitive and human-centered brand vision that focused on the true value of great logistics: We move the things that matter. To better communicate Martin Brower’s offering, we developed a new market positioning and a supporting product and service architecture that opened the door to new offerings and innovations.

Recode

We created a new visual system to match the forward momentum of Martin Brower’s new brand positioning – inspired by the doppler effect created by a truck in motion. We incorporated a unique ‘safety green’ accent to augment the brand’s trustworthy blue, and created new guidelines to represent people, places, and progress across their brand communications.

Our category-redefining rebrand and new strategic narrative clarified Martin Brower’s value for customers and set an ambitious vision for employees.

Transform

To activate Martin Brower’s new brand, we created an onboarding programming and roll-out tools for the organization’s 13,000+ global employees – and a strategy for its public launch. After launch, we continued our partnership to develop two new sub-brands under the Martin Brower umbrella. These new brands will expand Martin Brower’s offering and further propel the organization forward as a leader in supply solutions for the modern era.