We helped this hard-to-understand logistics company establish a clear positioning for customers and investors, resulting in a dramatic gain in enterprise value.
From its founding in a garage in 1989, BrightPoint transformed from installing car phones to moving more than 110 million mobile and wireless devices annually around the world. As a result of this rapid growth, a critical challenge was to better distinguish BrightPoint from the competition and more easily communicate their unique and broad service offering to all audiences, including Wall Street.
Working collaboratively with the senior leadership team, we developed a new category definition and brand positioning, as well as a brand architecture solution that helped shorten the sales cycle. We also designed a new logo, visual system, and key applications in advance of their brand relaunch.
This rebranding effort gave current and prospective customers, the media, and investors a clearer understanding of the full breadth of services BrightPoint had to offer. The branding effort also helped revalue the company, which was sold to Ingram Micro for a significant premium soon after our work was complete.
What we did: brand positioning, brand architecture, logo design, website design, print design, brand guidelines