Flexport – The New Way Forward
Building brand, driving demand, and establishing thought leadership for the next generation of freight and logistics technology.
Situation
Ranked #8 on the Inc. 5000 list of America’s fastest-growing companies and backed by $1B in funding led by the SoftBank Vision Fund, Flexport is disrupting the freight forwarding industry with a first-of-its-kind combination of powerful cloud technology and data analytics, physical logistics infrastructure, and supply chain expertise.
Flexport needed to break away from legacy forwarders with a brand narrative and design identity that is at once thought-provoking, buzz-worthy, and human. In the process, it sought to change the conversation from what was traditional freight forwarding to something modern and tech-driven.
We tapped into the market’s dissatisfaction and its craving for something different by introducing the idea of an Operating System for Global Trade – a strategic operating model for global freight forwarding that combined tech, infrastructure, and expertise to bring newfound visibility and control.
Solution
We positioned Flexport and its Operating System for Global Trade as “The New Way Forward” – a call for a new and better method of managing the supply chain and business outcomes, while at the same time a wordplay on how it offers a better model for freight forwarding.
The multi-channel campaign was rolled out on the new Flexport.com and advertising across print, digital display and programmatic, satellite radio, organic social, content syndication, blogs, and custom digital content on the Forbes BrandVoice network.
Outcome
The effort has positioned the brand and business for continued exponential growth and delivered off-the-charts marketing engagement, lead generation, and pipeline influence. Though years – in some instances decades – younger than well-entrenched legacy competitors, Flexport is now the talk of the industry and clearly the new brand to beat.