Reveel

Key Details

INDUSTRY: Logistics
SERVICES: Customer Research; Brand Audit; Brand Strategy; Renaming; Brand Identity; Corporate Stationery; Marketing Collateral; Website Design; Copywriting
BRAND ROLLOUT: 2017

The Opportunity

Reveel was founded in 2006 under the moniker of Compete Consulting Group. The company was created to provide a new level of transparency and cost savings to businesses who rely on parcel shipping. After more than a decade of growth, the company’s leaders decided a new direction was needed for its positioning, its identity—even its name. They approached Ignyte with the goal of redefining a staid and dated brand experience into a focused embodiment of their vision for the future.

Brand Strategy

Strategy began with in-depth brand research into both internal and external stakeholders. Internal research revealed that the brand’s dedicated team was among its chief competitive advantages. It also showed a need for the company to shore up its culture. Customer research showed that the brand’s strengths included deep industry knowledge, a reputation as a trusted advisor, and the low risk associated with its services. With insights from the brand research in tow, the strategy phase continued with a series of proprietary workshops to define the brand’s positioning and establish alignment around strategic objectives. What resulted was a cohesive brand personality characterized by sincerity, responsiveness and knowledge. Positioning was centered on the big idea “Shipping Intelligence”—a uniquely compelling concept no other brand in the industry had tapped into.

Stakeholders

6

Customer Interviews

20

Competitive Audits

5

Audience Personas

04

Naming

From the outset of the branding initiative, it was agreed that the brand’s original name, Compete Consulting Group, was confusing and cumbersome, and that a new name would be needed. The naming process entailed in-depth research to uncover opportunities for differentiation and inspiration. Multiple naming styles were explored, and after many rounds of refinements, the concept of Reveel emerged. As a spelling derivation plainly alluding to the concept of revelation, the Reveel name evokes ideas that are central to the brand itself: transparency, integrity, and lifting the veil on benchmarks in the shipping industry.

Brand Identity

The Reveel logo was meticulously designed to embody the unique values and personality traits that define the brand. The dark blue color evokes trust and loyalty, while the teal color calls to mind clarity and inspiration. The logo’s icon represents transparency. A central white square, evocative of a data point, is revealed by the transparent overlay of blue and teal squares. The teal portion of the mark takes the shape of an arrow pointing up and to the right—a direction associated with growth and optimism.

Corporate Stationary

The Reveel stationery system was designed to embody the brand’s core identity elements. The brand’s signature blue hue dominates the system, shot through with negative space in strategic areas for depth and dimension. Business card backs are flooded with blue and feature a debossed Reveel logo mark. The company tagline “Shipping Intelligence” is stylishly incorporated into the pocket of the folder interior. The main folder interior features a large yet subtly executed debossed logo mark. The entire system evokes key brand traits centered on confidence, trust, and intelligence.

Marketing Collateral

Project scope included the creation of a Company Summary, Service Overviews, and Case Studies. These downloadable assets, written and designed to be lively embodiments of the brand’s personality, enabled Reveel to hit the ground running with regards to brand activation and content marketing. Each exists as an extension of the website’s bold aesthetic, featuring engaging imagery awash in the brand’s signature blue color. Pull quotes highlight positive client sentiments while compelling calls-to-action are strategically deployed alongside important contact information.

Website Design

The Reveel website was designed to be intelligent and engaging, fully embodying the brand it was built to showcase. Pages heavily feature the brand’s signature blue color, including custom treated images that add humanity and authenticity to the experience. Parallax scrolling, dynamic rollovers, and strategically deployed animation bring the site to life in an intelligent fashion. Each page unfolds in an organic narrative with an optimal amount of information. Highly intuitive information architecture includes a primary navigation menu that disappears when the user scrolls down and reappears when she begins to scroll back up.

Responsive Website

Reveel’s target audiences include C-Suite executives looking for shipping solutions on the go. To cater to these needs, the Reveel website was meticulously designed for optimal performance regardless of device—evoking a consistent and compelling brand experience on desktop and mobile alike.

Copywriting

The Reveel copy was crafted to evoke a brand that is, above all, intelligent and transparent. The tone is professional but personable while the content conveys the brand’s unique value propositions in a concise and compelling manner. Important themes around Shipping Intelligence, leveling the playing field, and lifting the veil on industry benchmarks are explored throughout.

Shipping Intelligence

When it comes to business decisions, intelligence matters. At Reveel, we give you comprehensive, localized intelligence so you can make the smartest business decisions possible. We lift the veil on the rates your carriers are offering, giving you benchmarks for not just your industry, but your region as well. We help you clearly identify opportunities for measurable savings, and provide practical advice that levels the playing field. At Reveel, we empower companies with intelligent insights and advocate for transparency throughout the shipping industry. We offer more than just wide-ranging data and local knowledge, however. At Reveel, we give you Shipping Intelligence.

Photography

Ignyte provided an array of photographic editing services for Reveel. Our designers curated a large selection of images, selecting those that best brought the brand’s personality to life. Bold treatments in the brand’s signature blue were applied to website’s hero images, while other photos were carefully edited to ensure premium quality and settings across the online experience. The result is a dynamic visual experience, rich with color treatments offset by bold, reversed text overlays.