WEL is a global logistics service provider with an ambitious plan to corner the local market, with one eye on larger international opportunities. In order to be best placed to take advantage of these opportunities, WEL approached Steves&Co. to carry out a complete rebrand of the logistics provider.
With a focus on clarity, efficiency, and professionalism, the agency went to work, bringing WEL’s new look and feel to market. With over 50 years of experience, it was important to convey the competence of the logistics provider across the brand’s collateral. The aim was to allow strong, dominant colours and a carefully thought out logo to support the enduring message:
We earn loyalty.
The rebrand is both an effective homage to WEL’s heritage, a defining statement of intent to WEL’s competitors, and a different approach to branding for a logistics company operating within an industry that is traditionally apathetic towards image and perception.
WEL’s aim to operate ahead of the curve has already started to pay dividends in more ways than one.