Case Study: Willson | Beyond the Logo

The Challenge

Willson International is a customs brokerage that services companies who are shipping into and out of North America. They are very good at what they do. However, when it came to articulating what they do best and why they are different than the dozens of other customs brokerage companies, they were at a loss. In addition, their logo was old and outdated and there was little consistency in how the Willson brand appeared across their corporate and marketing materials.

Willson's New Positioning Statement

Following a comprehensive competitive review, Bing Creative worked with Willson's senior management team to discuss the numerous options available for their business.

"Beyond the Logo helped us establish our brand as a leader in our industry. Our new identity is truly unique and serves to differentiate us from competitors."

Peter Willson
Willson International

Our efforts resulted in the development of a concise positioning statement that was relevant and meaningful to its core target market audience. A set of key messages were also developed to support or "prove" that Willson could deliver what it promised:

"Willson International is the expert in Canadian and U.S. customs brokerage that delivers unmatched customer service to importers and exporters in Ontario."

We proactively communicate vital information to our customers, including the status of their shipments at customs.
Our customers always know to whom they can turn for quick responses, key information, definitive answers and smart counsel at any time.
We develop an intimate knowledge of the intricacies of each customer's customs brokerage needs.

A New Tagline

To further support Willson's new positioning and to provide a rallying cry and focus within the organization, we created the tagline, "Unmatched Service Across Borders."

Willson Logo and Visual Identity

Bing Creative completely overhauled the brand's logo to visually communicate the company's essence in a modern and unique manner. The Willson logo communicates the company's long-standing reliability through the use of bold sans-serif capital letters, while the notion of moving goods across borders is depicted by the two directional arrows. The re-designed logo has helped Willson visually differentiate itself from competitors, and significantly contributes to creating a memorable brand experience.

The Result

Willson International has thrived following the implementation of the new positioning and visual identity. Internally, employees are focused and invigorated, and externally, clients and prospects truly understand and appreciate what Willson does and how they do it better than anyone else.