A new era of growth and prosperity
Branding
Uniforce began as an experiment, when U.S.-based RIM Logistics and select overseas allies decided to explore opportunities to help each other grow their global footprints. As the alliance grew and prospered, the brand itself proved to be inadequate.
To help legitimize the alliance and raise its prominence in the global logistics market, Masson worked with the global partners to rebuild the brand from the ground up.
Initially named Uniforce Group, we decided to drop “Group” from the brand name to create a stronger initial impression. Next, we created a new logo and monogram with our partners at One Design Company. Segmenting the “U” in Uniforce demonstrates the power of separate, local logistics companies gaining strength and momentum as they come together to make a global impact.
A lower case font reflects the friendly and congenial relationship among the members, while a bold color palette was adopted to demonstrate the ambitions of the alliance and the outsized impact they make for their respective clients.
After a series of discussions and explorations with stakeholders across the world, the verbal brand identity was written to reflect the brand’s values and personality, culminating in the new tagline, “Local logistics, worldwide.”
Website and Collateral
The previous Uniforce website was outdated, uninspiring and difficult to use. We applied the new visual identity to a new modular and user-friendly CMS so that content could be updated to accommodate growth and scale as the alliance continues to add new members. An interactive map was built to allow website visitors to discover international alliance partners.
We also rearchitected and wrote all of the content on the site to reflect Uniforce’s expanded offerings and new brand tone. Finally, we created a flexible Powerpoint template to include the new branding elements so that Uniforce members could build customized presentations to sell logistics services anywhere in the world.
Since the rebranding, Uniforce has seen a strong increase in engagement both internally among the alliance members, and with outside customers. The new brand stands apart in a crowded and competitive market and continues to gain momentum, while the new website and collateral has laid a foundation for future growth.
