Challenge:
England Logistics is a wholly-owned subsidiary of C.R. England, one of the largest asset-based trucking companies in North America. Unlike their parent company, England Logistics is “non asset-based.” They work in the realm of logistics, managing overall supply chains and matching loads with shippers. Whereas the asset-based identity is well developed, the England Logistics identity is not.

Solution:
We implemented a brand portfolio strategy, creating an entity above the two distinct groups of C.R. England (asset vs. non-asset based) known as C.R. England, Inc. This corporate identity would serve above both the trucking as well as non-trucking entities. We then branded England Logistics as the premier supplier of supply chain management in North America. As part of the portfolio, we also differentiated all of the England Logistics subgroups.

Through implementation tools such as online presence, collateral materials and business papers, we created a visual identity that supported our positioning of England Logistics and successfully distinguished England Logistics from its sister, asset-based company in a non-competitive manner that actually enhanced both of their brand equity.