Courier Post (DHL)
With customers confused with the fundamental services offered by Courier Post’s 3 core divisions, my job was to simplify and strengthen each service.
The positioning for New Zealand's leading logistics and distribution solution, was built around the simple idea of "bringing it to you".
Expanding on this idea, I used the analogy of "Bringing you the whole package" to unify their 3 distinct services as a complete distribution solution for their larger clients. "Bringing you" also offered the flexibility to individualise each division, for customers who required only one service.
The brand essence of "Bringing it to you" encapsulated the very essence of Courier Post's logistics and distribution company. It also eliminated the complexity of previous brand and product messaging, reducing it to the most fundamental value.
Then each service was built on top of this fundamental proposition by using "Bringing you" to deliver the core purpose of each service.