NYS is a family-run freight forwarder with more than two decades in the industry. The company was built from scratch in a rags-to-riches story that gives the company story meaning and pride.
In a bid to take the company further and appeal to international partners, the second generation of the family business desired a rebranding of the outdated company image.
The creative challenge was to modernize their logo for international markets while also balancing contrasting visions of the founder and the second-gen management.
“Moving the world with you” became the literal tagline. The essence of the brand – trustworthiness – was the result of long strategy sessions with the client.
Working from the original corporate profile, we reworked it into something modern, with a bold red brand color and imagery that reflect land, sea, and air freight. We also produced their truck branding, diary, signage, ang pow, folder and envelope designs.
Our in-house digital team, DEX, designed a new NYS website and our CRM team launched e-newsletters to the client’s database as part of an email marketing campaign.
We took the round globe and simplified it by removing the continents. The new minimalist globe represents the global nature and direction of a company that is going places. The smooth enveloping wing represents growth and soaring to greater heights. The NYS lettering was made heavier and bolder, sans serif, for that modern touch. Colors were kept black and red for a bold and modern feel.
The overall effect put forth an updated brand image of NYS that reflects the present and looks towards the future while also appreciating its heritage. This is a beacon for the brand to take on their vision of the future.