Secon Logistics - Brand development (2018-2019)

As part of a brand refresh for Secon Logistics, I expanded their new tagline (“Service, experience and trust… delivered”) into a series of key messages that emphasised the customer benefits these created: the convenience of complete solutions to complex problem, peace of mind, and the confidence that Secon always stood by their promises.

To embody the ease Secon delivered, I created a website copy & design approach that conveyed a sense of “scale with simplicity”. I stripped back Secon’s website - removing the old text that tried to explain everything at once and replacing it with four simple category headings that divided users according to their need.

The remaining Home Page space was used to highlight Secon’s unique strengths: a personal touch that comes from the business’s family origins, and management of the porting of new clients’ supply chains.

Capturing the dream

In 2019 Secon were taking their next big step – rolling out a new fleet, new headquarters, and new inventory tracking software. Together, these allowed Secon to adopt innovative new processes that put them at the front of the industry. But to work, Secon’s staff and clients needed to not just embrace but lead the change.

Building on the “people” focus of Secon’s refreshed brand identity, I devised a communications campaign about the changes that focussed on the human story behind every piece of freight. Rather than making efficiency the hero, it showed how these changes made lives better – for clients, for staff and for the community.

The centrepiece of the campaign was the following brand video I wrote, which was taken around the country to start roadshows with key stakeholders.