Major Logistics & Air Cargo Leader Expands Its Global Footprint with Responsive Multi-Site Digital Brand Destinations
National Air Cargo and National Airlines have built a solid legacy by delivering mission-critical cargo and passengers to challenging locations around the world. National tasked Borenstein Group with a global rebrand including three cutting-edge websites, video and collateral to help National arrive at “Destination Excellence.”
Marketing Challenge
National Air Cargo and National Airlines hold an impeccable reputation for providing mission-critical logistics support to military forces, for delivering essential supplies when lives are on the line, and for arriving on time with indispensible items that keep businesses and military operations running uninterrupted. For more than two decades National had successfully supported U.S. and coalition forces at home and in inhospitable regions throughout the globe. However, as the global supply chain industry evolved, and military expeditions changed, National senior leadership recognized that in order to continue to remain at the forefront of the global logistics community, the company would need to enhance its digital brand and unify disparate business units under a single, meaningful brand identity. As a result, National leaders tasked Borenstein Group with a strategic digital rebrand in support of global business development.
Strategic Solution
Borenstein Group strategic and creative teams immediately began working in close partnership with National’s key managers and decision makers. The process began with comprehensive interviews of National’s global business development team, as well as key stakeholders and clients. From the initial research, team Borenstein was able to identify and articulate National’s key strengths into a concise series of brand pillars that form the foundation for National’s strategic messaging, including the new tagline “Destination Excellence.”
This message was brought to life through three remarkable new websites: a central unifying brand destination,www.GoNational.com, along with dedicated sites for the Air Cargo wing, www.NationalAirCargo.com, and passenger Airline, www.NationalAirlines.com. Each site incorporates the latest advancements in user experience and user interface, including fully responsive design, and a unique parallax scrolling feature that mirrors the motion of an aircraft in flight. The websites also incorporate advanced technology that enables users to book a seat or track a shipment, anywhere, any time, from any device.
Results
After working in close partnership with Borenstein Group, National Air Cargo / National Airlines now has a bold, powerful and technologically advanced brand identity that effectively conveys the company’s past performance and proven expertise. The release of the revitalized brand follows in tandem with expanded passenger service offerings, and comprehensive multimodal logistics services. Now, National is strategically positioned for growth in the competitive global logistics and passenger transport arenas, and is effectively poised to enter a new era of success.
