All work
Uncomplicate your world
Establishing unique and powerful identity in competitive global markets
The quick take
After aligning internally on its corporate DNA and values, Scan Global Logistics needed a clearer way to express this identity in the market. CBC translated these foundations into a global brand platform and visual identity, built around the concept “Uncomplicate your world,” to strengthen differentiation and unify the brand across international markets.
About Scan Global Logistics
Scan Global Logistics is a global logistics organisation with employees and partners all over the world. As well as its leading position in the Nordic market, the company’s global transportation network enables it to reach even the most remote corners of the world. By bringing a human approach to everyone everywhere, SGL combines know-how and entrepreneurship to make the small difference that truly matters.
Scope
- Brand strategy and value proposition
- Brand communications concept
- Brand activation and promotion activities
- Corporate visual identity
- Sector campaign
CBC created a new logo and tagline to encapsulate the brand and value proposition.
Challenge
As Scan Global Logistics (SGL) pursued ambitious international growth, the company needed a stronger brand platform to support expansion into new markets and highlight emerging service areas such as e-commerce and specialised transport. While the organisation had aligned internally around its corporate DNA and values, translating these foundations into a clear, customer-focused market narrative proved challenging. SGL therefore needed a flexible communications platform that could express its people-driven culture while providing a consistent, scalable framework for global brand building.
Solution
Building on the insights from SGL’s brand DNA process, CBC developed a strategic communications platform designed to translate the company’s internal values into a distinctive global market position. At its core was the concept “Uncomplicate your world,” a brand promise that reframed logistics around simplicity, reliability and personal commitment. The platform combined people-led storytelling with dynamic visual elements that reflect SGL’s momentum and responsiveness, and was deployed across digital, sales and event channels to provide a coherent foundation for global brand growth.
Challenge
Solution
As Scan Global Logistics (SGL) pursued ambitious international growth, the company needed a stronger brand platform to support expansion into new markets and highlight emerging service areas such as e-commerce and specialised transport. While the organisation had aligned internally around its corporate DNA and values, translating these foundations into a clear, customer-focused market narrative proved challenging. SGL therefore needed a flexible communications platform that could express its people-driven culture while providing a consistent, scalable framework for global brand building.
Building on the insights from SGL’s brand DNA process, CBC developed a strategic communications platform designed to translate the company’s internal values into a distinctive global market position. At its core was the concept “Uncomplicate your world,” a brand promise that reframed logistics around simplicity, reliability and personal commitment. The platform combined people-led storytelling with dynamic visual elements that reflect SGL’s momentum and responsiveness, and was deployed across digital, sales and event channels to provide a coherent foundation for global brand growth.
Instead of showing ships and trucks, the visuals focused on landscapes and people to evoke an emotional connection and a sense of the bigger picture.
With an updated CVI, including a new logo and brand colours, the design guide helps to bring consistency across global markets and territories.
The ‘Uncomplicate your world’ brand platform was activated across landing pages, social media, ads, and more.
Social media proved to be an effective tool to deliver specific messages to targeted audiences.
“CBC helped us to create a unifying story and look which will support our business in reaching ambitious growth targets. The style and tone of the brand platform captures and activates our DNA and personality perfectly.
We look forward to rolling out the brand platform and continuing our process of ‘uncomplicating the world’.”
We look forward to rolling out the brand platform and continuing our process of ‘uncomplicating the world’.”
Lisa Lambert,
Group Head of Marketing & Communication
Group Head of Marketing & Communication
