The refreshed WACO brand has launched
- Sep 17, 2025
- 1 min read
Updated: Apr 1
The new WACO brand is live at waco-network.com.
WACO is a global network organisation for independent freight and logistics companies, providing a platform that helps its members compete and succeed globally. The organisation has built a strong reputation over more than 50 years, but the brand no longer reflected the connected and collaborative network it had become. It was time for a refresh.
It was a privilege to work with Richard Charles, CEO, and Nicki Mears, Membership and Events Manager at WACO, on the full brand refresh. The project covered research and brand strategy, identity, content, marketing materials, website, and brand guidelines. Working with web and design specialists, I guided the website and member portal, and collaborated with a PR specialist on the brand launch.
I am happy to have been part of this journey with Richard and Nicki, who make a great team: patient, straightforward, collaborative, and genuinely committed to their members. I wish them and the entire WACO network every success.
Curious about the approach and thinking behind the rebrand?
