Enterprise Rebrand
Country Base: Australia
Industry/Sector/Keywords: Transportation/Shipping and Delivery Logistics, Fulfillment and Transport Services

Below: Before and After Images in Slide Show, Videos, Summary, Credits

 
Summary
Industry Setting

A $3.75B logistics solutions company and Australia’s largest multimodal service provider across rail, sea, air and road, Toll Global Express underwent sale and separation from parent company, Toll. With a 133-year heritage, 7% market-share and material opportunities for growth across the industry, the rebrand and separation repositions the business from network- based logistics to customer-centric solutions, focused on becoming the most sustainable logistics partner, and employer of choice in Australia and New Zealand.

Challenge

In an industry traditionally capability-focused, the key promoters of the rebrand were to unite and strengthen employee brand advocacy, reposition as a customer-centric service provider, and differentiate products through unparalleled scale, reach, speed and a legacy of industry experience. Commitment to drive industry-leading ESG (environmental, social, and governance) partnerships and initiatives demonstrated through the power of actions – a sustainability-focused physical transformation achieved with diversity, equity and integrity.

Strategy

The strategy focused on building a brand anchored in the passionate experiences of employees, highlighting values and leadership. This approach aimed to benefit customers, employees, and communities, with the name change to Team Global Express. The strategy involved:

• Employee engagement through workshops and surveys, aligning with a people-centered brand ethos.
• Strengthening market repositioning for sustainable practices and partnerships.

A key element was an extensive 18-month rebranding and implementation initiative, encompassing:

• 8000 fleet vehicles (road, rail, sea, air).
• 150 properties and 300 partner agents.
• 15000 uniforms and 100 digital applications.

Result

The results of these strategic initiatives were significant and multifaceted. Notably, the company emerged as an employer of opportunity, building a sector-leading People strategy that positioned it as the employer of choice in Australia and New Zealand. This transformation was marked by:

• An energized workforce driving notable improvements in national infrastructure.
• The rollout of electric vehicles, introduction of worm-farm uniform disposal, and upcycling and retrofitting of the fleet and properties, showcasing a strong commitment to environmental sustainability.
• These efforts collectively advanced the company’s ESG strategy, establishing it as the market-leading supply-chain solutions partner with a demonstrated commitment to the environment, industry, and community.

Credits

Client: Team Global Express teamglobalexp.com
Transformation Program Manager: Tina Thompson

Brand Strategists/Designers: Diadem – diadem.com
Project Director/Associate: Kelvin Taylor