Webheads won an eight-way pitch to re-design the Kuehne + Nagel global corporate website. Our main contribution was in Brand Platform Development, Brand Messaging and ongoing creative direction.
The story Turns out one of the major reasons for winning this business was our Brand Platform approach. To us, every brand consists of two dimensions – the functional and the emotional. The functional story is what you offer.
The emotional story is how you deliver it. It is in this latter dimension, the emotional side, that you begin to discover the nuggets that make a brand truly distinctive. Kuehne + Nagel, like any organisation, are keen to push their resources story – size matters. Yes it does.
But what is also crucial to the whole marketing mix is how those resources are delivered. That’s what we probed, developing a Brand Platform that became the foundation for all messaging.
Working closely with the client in Switzerland, using the agreed Platform, we developed design and copy content that was adopted across all markets, not just online but throughout their entire suite of marketing materials.
Once again a cornerstone of this development was the series of homepage shopwindows we created, building a sector-focused campaign – in a similar way to creating a poster advertising campaign.
By mining into the emotional side of the Kuehne & Nagel brand we revealed what, in a tightly fought for market, makes them truly distinctive.