SKU Logistics is a UK based fulfilment company and after appointing a new Managing Director, felt it was time to update their brand identity. Things were looking dated compared to competition and it was time for a much needed revamp!
We started with our immersive branding workshop, where we spent time on SKU's brand position, purpose, values and perception with key decision makers. Our Pillars Workshop was a great mechanism to really explore what makes SKU different from competitors, as well as spend time on the messaging direction around the "who, what, how and why".
We also worked on the visual aspects of the new brand - the outcome being a new logo and identity that is vastly different from before! The brand needed modernising, but we were also careful to choose a direction that would differentiate them from competition. The logo in particular works equally as well on black and white - striking the perfect balance between a fresh looking website, and practical darker warehouse uniform! Naturally, branding guidelines were provided that included the brand strategy work, as well as logo, colour and type usage (and more!)
The previous website was old, not responsive and contained lots of wordy content with no real action for users. We refined the sitemap to create a concise header navigation, and focussed on the messaging for each conversion page, so that we could map out the content hierarchy. When it came to core service pages, we wanted users to easily understand the service and benefits, but also ensure this was backed up with stats and testimonials. So the layout of these pages took the user on a natural journey through this content, with regular "Contact us" call to actions placed throughout. Only once we had this plan in place, did we progress on to the website design phase and introducing the new brand visuals to the website.
We also worked with the SKU team on the website content, factoring in important keyword research for organic SEO optimisations. Our photography service was then used, allowing us to really add to the brand and website story, by showing all aspects the SKU team and services offered.
Our objective over the past year has been to modernise the SKU Logistics branding and create a new website accordingly, whilst taking all our team with us. Another key objective linked to this has been promoting our brand in the fulfilment market space to win new business. GEL Studios have been superb supporting us on this journey, from the initial workshop’s where we defined ‘Who we were and what we do’, right through to delivering our branding, new website, content consultancy and social media management.
All of the above has been created in a very joined up way, thanks to the process GEL have adopted. They are fun and easy to work with and I look forward to working with then on an ongoing basis as we continue to glean from all their expertise in this space.