PRN: White Logistics Rebrand Wins Gold at Transform Awards

Judith Stracey Managing Director, White Logistics "Our new brand has not re-invented White's - it has told our story in a clearer and more compelling way.

Persone Paul Middlebrook, Research, Judith Stracey, April
Luoghi Inghilterra, Londra, Worcester
Organizzazioni We
Argomenti impresa, economia, industria

03/apr/2012 19.04.42 PR Newswire Turismo Contatta l'autore

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White Logistics Rebrand Wins Gold at Transform Awards


WORCESTER, England, April 3, 2012 /PRNewswire/ --

White Logistics, a West Midlands-based Road Haulage business has picked up another award this week winning the "Best Corporate Rebrand" category at the Transform Awards 2012 run by Communicate Magazine.

The Transform Awards are Europe's only dedicated celebration of rebranding, repositioning and brand transformation. The awards recognise best practice in corporate, product, regional and national rebrands. Judith Stracey, Managing Director of White Logistics collected the award on behalf of the team at the ceremony in London on Wednesday 21st March.

White Logistics are a family-owned medium-sized haulage business based in Pershore, Worcestershire. In 2010 with the support of the Design Council, they started working with The Allotment, Brand Design Agency to develop a brand proposition and identity that would communicate White's drive and passion and put them on the map in the minds of potential customers.

White Logistics needed a brand proposition that would communicate the company's skill and strong work ethic, as well as fitting in with the no-nonsense attitude of the industry. Research with White's customers showed that White's genuinely made a difference by going that extra mile to solve their customers' challenges.

The Allotment developed a straightforward 'Black and White' Problem Solving approach to the identity. Storytelling was a key component in the design strategy as they unearthed human stories of endeavor behind the company's 'can do' problem solving approach to logistics.

From trucks, sales tools, stationary, uniforms and environment branding, The White attitude: "Problem - solved!" is there in black and white.

Judith Stracey Managing Director, White Logistics

"Our new brand has not re-invented White's - it has told our story in a clearer and more compelling way.

I would like to thank everybody involved especially Paul and James at The Allotment, everybody at the Design Council, and all the staff at Whites who have supported us through this process and helped us tell our story so effectively."

Paul Middlebrook, Managing Director at The Allotment said:

"As brand and design consultants we believe passionately that storytelling is the key to effective communications and growth. With the support and trust of the White Logistics team we were able to uncover the 'Haulage Heroes' within their business and communicate their commitment to problem solving to their customers.

We are delighted our work has been recognised with a 'Gold' Transform Award but more importantly we are thrilled with the business growth that our work has helped White Logistics to achieve."

Notes to Editors

1. White Logistics and The Allotment won Gold in the Transform Awards 2012: 'Best corporate rebrand to reflect change mission/values/positioning' category.

2. The rebrand for White Logistics has also been awarded Best Rebrand at the 2011 Marketing Design Awards and was runner up for Best Livery Design in the 2011 Motor Transport Awards.

3. The project was part of the Design Council's Designing Demand Initiative.

4. For further details about White Logistics and to see examples of the revised livery go to

5. For further information about The Allotment contact Paul Middlebrook, Managing Director on



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