Using brand purpose to drive a fresh positioning
A good corporate story gives the people you want to influence a common purpose to align to and unite around. So crafting a narrative that is both distinctive and true is foremost on the minds of brand leaders.
Having expanded into new territories and diversified its offering, global LPG logistics specialist Petredec needed a fresh brand platform to communicate its USP to external audiences and align and unite employees around a common brand vision. After engagement with key stakeholders and leadership through interviews and workshops, it became clear that there was an opportunity to tell a story based on purpose as well as logistic excellence.
Our ‘Fuelling Progress’ narrative captured a wider story of societal benefit, while also highlighting the pioneering culture and entrepreneurial spirit of a business who consistently seek out new opportunities.
The theme transitioned Petredec’s positioning from ‘what they do’ to ‘why they do it’; from a traditional logistics company to a forward-thinking business that helps improve the lives of millions of people, enabling social progress and economic growth. This ‘responsible’ positioning was distinctive in a sector that often comes under fire for its operational activities.
The purpose informed new values and a dynamic new identity based on forward momentum. The bold graphic treatment was implemented across digital, print, display, uniform, livery and moving image.
A new website reinforced the brand personality. Our new brand architecture divided Petredec’s offer into its three business capabilities, each supported with case studies, imagery and drone footage of the fleet.