Customer Project
PROJECT
KOCH International is one of Germany’s established logistics companies, with decades of experience in demanding sectors such as pharmaceuticals, chemicals and industry. As the company grew, however, the question arose of how KOCH could differentiate itself in international competition in the future. The brand was well known, but did not sufficiently reflect the company’s actual ambition. The objective was therefore to create a strategic foundation that clearly defines what KOCH fundamentally stands for and how this ambition should be reflected in the brand, communication and overall corporate presence.
CHALLENGE
The analysis showed that logistics companies often position themselves around similar performance attributes: reliability, speed, quality and service. KOCH, too, primarily communicated its services, while the actual value it creates for customers remained largely invisible. Yet interviews and workshops repeatedly revealed the same mindset: “We go the extra mile.” This statement does not describe a single service, but a deeply rooted understanding of how the company works.
The aim was therefore not to create a new advertising message, but to develop a strategic guiding idea that makes this mindset clear and meaningful for customers, employees and managers alike.
STRATEGIC INSIGHT
The joint positioning process revealed that KOCH does far more than transport goods. KOCH takes responsibility. The company supports its customers even where standard processes reach their limits, develops individual solutions and takes responsibility for shared success. The true value therefore lies not in logistics alone, but in making challenging tasks possible. This insight led to the guiding idea LOGISTICS BEYOND BORDERS. It describes not only international transportation, but the ambition to overcome boundaries in every sense – geographically, organisationally and conceptually.
In this way, the willingness to go the extra mile evolved from an internal mindset into the strategic core of the brand.
SOLUTION
UNICORN translated this strategic positioning into a holistic brand system. The result was a brand that consistently places responsibility, solution-oriented thinking and partnership at its core, while making the company’s international ambition clearly visible.
This included:
- Strategic positioning and development of the guiding idea
- Competitive and brand analysis
- Brand Compass
- Further development of the brand architecture
- Corporate design
- Communication system
- Brand implementation
The evolution of the wordmark and visual identity was deliberately approached in an evolutionary way. The high level of brand recognition was retained, while the overall appearance and design language were developed to reflect the brand’s future ambitions.
IMPACT
LOGISTICS BEYOND BORDERS was not developed as a claim, but as a shared understanding of what the company stands for. Today, the brand provides clear orientation around the role KOCH plays for its customers and how decisions are made within the company. What began as a traditional logistics service provider has evolved into a brand that consistently places responsibility, partnership and solution-oriented thinking at its core. Communication no longer focuses solely on transportation, but on people who take responsibility and work together with their customers to make solutions possible.
This makes it clear that KOCH does more than simply move goods – it helps companies achieve their goals reliably.
Your Contacts for the Koch International Project
Making Strategy Actionable.
Positioning and Differentiation.
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