Restructure first, then rebrand.
Although SCF Group had grown into a leading organisation within the Australian Transport & Logistics sector, customers perceived its business units as being completely separate entities. The challenge was to create a more cohesive corporate identity that would unite all units, allowing the Group greater visibility, while also increasing opportunities for cross sell within the units. Insights from Nicknack’s stakeholder research enabled the client to rethink their organisational structure, so that the business units functioned as sibling divisions of the same parent organisation. This shift laid the foundation for the brand and communication strategy. The new identity allowed each division to retain their individuality while, at the same time, reinforcing the corporate brand. Brand colours, positioning, and communications were developed while the website was completely restructured, in keeping with the new identity.