BBA · CASE STUDY
Giving an evolving global business a clearer brand story
BBA had grown from a family-owned freight forwarding business into an international company serving customers around the world. As the business evolved, it needed a clearer way to articulate what the brand stood for, what made its approach distinctive and how it wanted to communicate with customers and partners.
The work helped turn that business story into a more defined brand communications foundation—bringing together positioning, brand promise, voice and messaging that could guide communications consistently across the company.
CLIENT
BBA*
*BBA France is now KLN France.
SECTOR
Freight forwarding & logistics
EXPERTISE
SCOPE
Brand communications
THE CHALLENGE
Bringing different dimensions of the
business into one
coherent brand story
BBA had grown into a global freight forwarding business with a broad range of capabilities, while retaining the personal, customer-focused character that had shaped the company from the beginning.
The communications challenge was to bring those different dimensions together—to articulate what BBA stood for, what distinguished its approach and how the company wanted to present itself consistently to customers, partners and employees.
FROM BUSINESS STORY TO BRAND FOUNDATION
Defining what the brand needed to stand for
The work began by looking beyond BBA's services to the broader story of the business—how it worked with customers, what characterized its approach and what it wanted the brand to represent.
From there, we developed a more defined brand foundation, bringing together the company's positioning, promise and voice into a coherent framework for its communications.
FROM BRAND THINKING TO COMMUNICATIONS
Creating a framework the business could use
The work came together in a Brand Book that translated the strategic thinking into a more defined communications framework for BBA.
It provided a foundation for expressing the brand more consistently across future communications, while retaining the human and customer-focused character at the heart of the business.
COLLABORATION
Strategy and creative development working together
I also collaborate with agencies on projects where communications strategy, content and creative development need to work closely together.
For BBA, I worked with Red Hill on the strategic direction and content for the Brand Book, while the agency led its creative development.