RCS International Shipping NV.
When RCS Shipping Co. Ltd., a decades-old South American shipping agency, approached us, they were grappling with an age-old industry question: "If the clients are there, why invest in the way we look?" Yet, amidst shifting markets and a rising tide of smaller competitors, RCS recognized the need to evolve. They sought to structure their operations as a reputable brand, to be more recognizable to new businesses and attract a younger workforce.
We stepped in with two of our key solutions: WellPal Signature Visuals™ and WellPal Brand Navigator™. Armed with these tools, we set sail on a journey to rebrand RCS and help them stake a stronger claim in the competitive shipping industry.
First, we took a deep dive into their operations with the WellPal Brand Navigator™. We audited their services, identifying strengths, weaknesses, and revenue generators. This comprehensive analysis led us to divide the business into three Strategic Business Units (SBUs): Parcel Service, Container Solutions, and Handling Solutions.
Each SBU was designed to highlight the company’s core competencies, from expedited air freight and cost-effective sea freight in the Parcel Service SBU, to expert customs clearance and efficient container transport in the Container Solutions SBU, to comprehensive logistics and supply chain management services in the Handling Solutions SBU.
But we didn’t stop at restructuring. We knew that to make RCS more recognizable and appealing to new businesses and younger hires, we needed to create not just a brand, but a visual identity. This is where our WellPal Signature Visuals™ solution came into play.
We designed a clear and distinct sub-identity for each SBU, using a color-and icon-based system. This allowed each team to rally behind their SBU, while maintaining a strong cohesion across the brand. The result? A unified yet diverse brand identity that both represents and strengthens RCS’s offerings.
strategy tools used
results that speak
This strategic rebranding and restructuring have already started to pay dividends. The company now has a clearer view of each SBU’s performance and a better understanding of where future investments should be directed. And the impact is not just internal – RCS is confidently expanding its operations to the US and Europe in 2024, a testament to the power of a strong, well-structured brand.
At WellPal Creative, we’re proud to have navigated RCS through the high seas of branding, helping them to not only weather-changing market conditions but to chart their course for future growth. We look forward to seeing where their journey takes them next.
Having nearly a decade of B2B career building behind me, before starting WPC, I understand that B2B branding often sails into uncharted waters.
Many businesses, like RCS, operate under the belief that if clients are there, investing in branding may seem unnecessary. However, in an evolving market with increasing competition, a strong brand becomes a crucial differentiator.
We helped RCS recognize the value of branding in their industry and guided them through a comprehensive brand restructuring, resulting in a more prominent market identity and renewed confidence for expansion.
Every business is unique, and so should their brand strategy. In our work with RCS, we didn’t just apply a one-size-fits-all approach. Instead, we dove deep into their operations, identifying their core services and revenue streams.
This led us to divide the company into three Strategic Business Units (SBUs), each with a distinct identity yet cohesive with the overall brand. This tailored approach resulted in a clearer organizational structure and improved performance overview – a testament to our commitment to aligning brand strategy with business structure.
In a world where visuals speak volumes, creating a distinctive visual identity is key to standing out.
For RCS, we developed a unique color-and icon-based system for each SBU, fostering a sense of unity within diversity. This not only bolstered internal morale, with teams rallying behind their respective SBUs, but also enhanced RCS’s market recognition.
At WellPal Creative, we’re passionate about translating your brand values into visuals that resonate with your target audience, helping you make a lasting impression. We help you build the brand as an instrument.
