General Cargo Service

I Positioning a traditional logistics brand as a technology and analytics leader

Date:2018-2019

SOW:Brand Strategy, Visual Identity, Brand Collateral, Website Design, Launch Strategy

General Cargo is one of Kenya's oldest and most established logistics companies with 45 years of experience, a passion for the industry and a reputation for being an agile solutions provider committed to problem solving and open, high-touch communication. Upon being acquired by Velogic in 2019 the company needed to reconsider their existing positioning and widen their appeal to the growing Kenyan import and export market outside of their traditional customer base while maintaining the agility and efficiency that had made the company so successful over the years.

We worked with the company to reposition it for the modern age, developing core foundational brand principles led by leveraging technology, high touch client management and industry expertise to help redefine the brand's offerings in the current logistics sector. The company is committed to becoming East Africa’s leading logistics solutions provider offering services deliberately crafted to support business development and drive economic growth in East Africa.