Global Supply Chain Leader Rebrands to Expand Footprint to Commercial Markets
Supreme Group supported U.S. and allied forces for decades, delivering mission-critical logistics services in challenging locations around the world. Supreme Group sought to expand to the commercial sector, and selected Borenstein Group to design a global rebrand including visual identity, messaging, a robust website and digital collateral.
Marketing Challenge
How do you elevate and extend your brand when you’re already one of the most trusted choices globally? Supreme Group, one of the world’s largest providers of end-to-end supply chain solutions to US, NATO and United Nations, engaged Borenstein Group to answer that creative call. Supreme’s areas of expertise include logistics, fuel supply solutions, energy and extractives, food services, procurement, transportation, storage, technology and site services. As the global geo-political landscape changes, Supreme tasked Borenstein Group with reinventing its brand resonance to showcase high-tech multi-disciplinary expertise in handling both commercial and public sector projects on a global scale. Borenstein was charged with evaluating, recommending, creating and executing a new look and feel for Supreme’s global identity. This included developing strategic market messaging, and strategic redesign of the organization’s digital storefront – the company’s website.
Strategic Solution
Using its proven branding methodology “Making Creativity a Science,” Borenstein Group approached the mission by first benchmarking and aligning internal and external brand identity beliefs. This baseline research and competitive market evaluation enabled our team to work in partnership with Supreme’s management team to prioritize the strategic, tactical and long-term needs of the organization. This effort resulted in articulating Supreme’s unique value proposition with strong management buy-in from global offices across North America, Europe, Middle East, and Asia, unifying and rallying this thriving company around one strong thematic brand.
Powered by actionable marketing data, Borenstein Group’s creative team worked closely with Supreme’s marketing directors to develop a distinct and meaningful corporate visual identity that was instantly recognizable, modern and iconic. The team developed a highly interactive and user-friendly CMS web site that was engaging and modern, yet met the requirement of being accessible in both low bandwidth and broadband locations across browsers, mobile and tablet.
Results
Supreme’s revitalized corporate identity strategically positions the company as a proven, trusted choice for end-to-end supply chain solutions in austere environments. This positions the company to expand its portfolio to commercial market opportunities beyond its strong client base in the government sector. Most importantly, it unified a global company with multiple lines of business under a coherent branded flag that allows it to continue to flourish in its pursuit of the next generation of growth.
