Definitely not handbags
Taking a family-owned, heritage brand to the next level of competitor-ship in the haulage sector
Role: Brand positioning | Value Proposition | Messaging | identity | Creative direction across all marketing mediums
Background
Osprey, a quintessential British logistics company, approached us with an exciting opportunity to reposition and rebrand itself as one of the top transporters and installers of critical assets, infrastructure, and abnormal loads in the UK and Europe - by land or sea.
Collaborating closely with the Osprey team, we aimed to create an identity deeply rooted in their marine expertise, innovative problem-solving solutions, ethical and collaborative approach, and the passion of their people. Osprey had its sights firmly set on being recognisable in the European landscape, with an already flourishing Dutch operation that would benefit from the rebrand as they expanded their work across Europe.
Osprey identified an opportunity to become one of the top three suppliers in its field, driven by the merger of two industry giants. In addition to this, Osprey wanted to celebrate its heritage as a relationship-driven business. The new brand needed to effectively communicate Osprey's future ambitions, unite the entire team on a shared journey, and reinforce their pivotal role.
Deliverables
Brand strategy
We dedicated time to truly understanding Osprey. This allowed us to gain insight into the values that needed to be woven into the brand and positioning.
Brand persona
Starting with the brand persona, we defined Osprey's personality and tone of voice. We then developed a new value proposition that aligned the business with its goals.
Website design & build
Since redesigning and building the Osprey website, we continue to work with the team to provide strategic and maintenance support.
Video content
We also worked with Osprey to produce a compelling recruitment video focused on its people and the Osprey way.
Identity
we crafted a comprehensive visual identity that represented the brand from head to toe by reflecting Osprey in the marketplace as a challenger brand, deeply rooted in its marine expertise, innovative problem-solving solutions, ethical and collaborative approach, and the passion of its people.
This was achieved by re-energising the brand code: logo, colours, typography, imagery and iconography - creating a strong value proposition, crafting a brand book, social media assets and print materials) and a new voice across Osprey’s online presence (website / social channels).
Brand story / guidelines
We developed a new narrative and comprehensive brand guidelines that represented Osprey’s new position.
Additional branding
the creation of a new service brand, dedicated to QHSE Safety. The logo is used across a range of mediums, from digital, presentations and PPE.
“Through intrepid strength and determination, we find ever-more ingenious ways of moving the heaviest and most critical assets.”
— Their own words