Aduax

Many companies search for an evolution of their identity: after years of being on/off our client, Aduax, a major Mexican customs-clearance and logistics consultancy, were finally ready for a complete overhaul of their brand fundamentals, from purpose and vision, to value proposition and customer experience, from a new name to all of it’s communication efforts.

We started the project with a long stakeholder immersion, carrying deep conversations about the company’s past, present and future. We interviewed dozens of executives and collaborators. In parallel, we begun looking at the competitive landscape, mapping the offering of both direct competitors, as well as new, emerging value propositions in adjacent industries.

The next stage was to corner a name for the company, which was a long process that took us over 20 proposals in 5 different conceptual & semantic spaces.

With “Aduax” as the candidate for the new name, we then proceeded to closely work with our client in a series of workshops (brand purpose, positioning, value proposition, communications), where we refined the company’s offering and customer experience basics, we recalibrated the sales pitches around different audiences.

As a final stage, we designed the core components of the new brand, from it’s logo to stationary, from merchandise to vehicles, from outdoor communications to web & social media content.