NTELX, Inc.
Challenge:
FreightDesk, founded in 1999, is a company that supports government agencies in the area of analytical and intelligence solutions, as well as provides transportation management solutions. The company has evolved over time and the company name no longer supports what the company currently does. FreightDesk needed a new brand. A brand that accurately portrayed who they are and what they do. At the same time, with a rebrand, the company needed employee buy-in. Involving the employees was a big deal and this in itself was a challenge because everyone had different views.
Solution:
LeapFrog Solutions (LFS) was engaged to develop a new brand for FrieghtDesk. As part of this process, LFS worked with FreightDesk to complete the Framework Analysis Document (FAD) to better understand the objectives, personality and service offerings. Next, LFS conducted a Bull’s-Eye session with key employees to define the company and start building the foundation for the brand. After the session, key messaging was developed for their service offerings and products. Once the information was gathered, compiled and analyzed from the FAD and Bull’s-Eye session, LFS developed a new name, tagline and logo. These were the first components of the new brand and will be carried out on the new Web site and other communications.
Result:
In order for the brand to be successful, the employees needed to agree on the direction. The Bull’s-Eye session allowed employees to participate in the rebrand initiative, and their input was incorporated. Due to the success of the Bull’s-Eye session, the research and information gathered from LFS, FreightDesk now has a new name -- NTELX, with a tagline “Insight to Action”. The logo is bold, modern and reflects who they are today and in the future. Since the employee buy-in was important, they were involved throughout the entire process. The logo was well received and the employees were motivated to move toward the next steps in launching the brand and quickly ramping up. The first major marketing components LFS developed was the PPT and the look and feel of the initial Web site.
Services Provided:
- Corporate naming
- Logo & branding
- Web site
- Programming
