Rebranding WACO: Refreshing a global logistics network
Case study: Logistics network branding
A strategic rebrand to reflect a modern, collaborative network while honouring 50 years of history.
Before (left) and after (right):
Challenge:
The WACO System was founded in 1973 as a network organisation dedicated to empowering independent freight and logistics companies through a global alliance.
Over the past 50 years, the network has grown in reach, strengthened its reputation, and adapted to the realities of modern logistics. But as global trade continues to evolve, it became clear that the brand needed to catch up. It no longer reflected the connected, collaborative, and forward-thinking network it had become.
The challenge was to refresh the brand to create clarity for members, employees, and partners, and to ensure the brand expressed the quality, scale, and ambition of the network. The rebrand needed to balance the organisation’s history with its future direction.
The journey
1. Brand audit and market research
Starting with a solid foundation
The first step was research to understand the organisation’s current positioning, challenges, and ambitions. This included a kick-off meeting with the CEO to align on goals and expectations, a member questionnaire to gather insights from across the network, and stakeholder interviews.
I also analysed market trends and developments in global logistics, reviewed competitor positioning, and explored audience needs and behaviours.
The research helped us explore ways to differentiate The WACO System from other network organisations, uncover how to connect with the audience on a deeper, emotional level, and draw on the invaluable input from members to shape the direction.
3. Brand content guidelines
Ensuring a consistent voice
To support clear and aligned communication, brand content guidelines were developed with a focus on tone of voice and practical usage. These covered spelling, punctuation, formatting, and structure. They also included do and don’ts, example copy for emails and event communications, and guidance on how to present WACO consistently in both written and spoken contexts.
The aim was to make everyday communication easier while helping the WACO team speak with one voice across different channels. Whether preparing internal updates, external emails, or event messaging, the guidelines provided a reference point for sounding clear, consistent, and on brand.
5. Website redevelopment
A modern digital presence
With the updated brand identity in place, focus shifted to WACO’s digital presence. The website needed to reflect the new brand clearly and confidently, while offering improved usability and structure.
The same agency that developed the visual identity was engaged to design and build the site. I guided the overall direction, created the content and selected imagery. Together with the WACO team, I reviewed structure, layout, and navigation to simplify the user journey.
The result is a cleaner, more accessible website with a contemporary design and a stronger narrative. It better represents the value of the WACO network and reflects its role as a trusted and forward-thinking logistics partner.
7. Marketing materials creation
Translating the brand into everyday tools
As the website and member portal progressed, marketing materials were developed in parallel to support the brand launch for members at the annual meeting. The external design team focused on event communications, while I worked on the WACO brochure and presentation deck, creating the content, structure, and design. I also developed supporting collaterals, such as social media assets, and Microsoft Office templates to maintain consistency.
We all worked in close collaboration to ensure all materials followed the updated identity and were delivered on time. The WACO team played an active role throughout, providing timely input, checks, and feedback. Members described the updated brand as “familiar and fresh”, reflecting a balance between continuity and progress.
9. Brand guidelines
Ensuring long-term consistency
To support cohesive use of the brand across the global network, I developed a comprehensive brand guidelines document that brings strategy, tone of voice, and visual identity into one practical reference. The guidelines explain how WACO presents itself and communicates, covering elements such as positioning, vision, and values, alongside clear writing guidance and application examples.
They also capture the full visual identity system and its use across digital platforms, presentations, events, and member communications. Shared with members worldwide, the guidelines serve as a working tool to support confident brand use across regions.
2. Brand strategy and positioning
Defining the future direction
Based on the research and member input, I developed the brand strategy. This covered vision, mission, brand values, brand personality, positioning, tagline, brand promise, and tone of voice.
One of the key strategic decisions was a subtle but meaningful name change. From this point on, the organisation would be referred to simply as WACO instead of The WACO System. The word “system” no longer reflected the community-driven values at the heart of the organisation. The URL was updated to support this shift.
Since WACO is owned by its members, we presented the entire strategy to the board and kept the network informed throughout development, ensuring alignment at every stage.
4. Brand identity development
From strategy to a refreshed identity
As WACO was already working with an external designer, a design brief was created to guide the creative direction. The aim was to evolve the identity while retaining recognition and introducing distinctive, ownable elements.
From there, the identity was refined with a subtle logo update, a refreshed blue and gold palette, new fonts, and supporting brand components. Custom graphic elements were introduced to symbolise connection, unity, and network strength.
To ensure strategic alignment, I guided the design process through regular sessions with the designer and the WACO team, reviewing concepts and making decisions.
6. Member portal update
Enhancing usability and brand consistency
Alongside the website, the member portal was reviewed to ensure it reflected the refreshed brand and delivered a consistent experience. As a core platform for daily operations, it needed to be functional, easy to navigate, and aligned with the new identity.
The WACO team and I reviewed structure, layout, and navigation, and proposed ways to improve access to tools and resources. Small but meaningful changes made the portal more intuitive and visually consistent with other touchpoints.
These improvements supported a smoother day-to-day experience for members while reinforcing the updated brand across internal channels.
8. PR guidance
Shaping launch communication
Ahead of introducing the refreshed brand to members and the wider logistics community, a PR brief was developed to guide the rollout. Created in collaboration with the WACO team, it outlined the background to the update, key decisions, messages, and guidance on tone of voice and writing style.
As part of this work, I created visual content to support internal and external communication before, during, and after launch. This included factsheets for members and branded visuals for LinkedIn.
Working together, the messaging was reviewed and refined to ensure it reflected the strategy and felt clear, consistent, and aligned.
A word from Richard Charles,
Chief Executive Officer at WACO
"The brand and website renewal marked an important step for WACO, and Sylvia Kivits added significant value in shaping its direction and outcome. From the outset, she brought clarity and focus, combined with a disciplined approach.
Sylvia applied her deep brand and marketing expertise with precision and a clear insistence on the highest standards. She combines strategic thinking with creative insight, while keeping the focus on achieving the right result. She diligently approached every phase of the project with energy and commitment, and addressed potential challenges early. Her calm, professional manner created confidence across teams and stakeholders.
A critical success factor for WACO was engaging our member organisations across a truly global network. Sylvia navigated this complexity with skill and sensitivity, ensuring meaningful stakeholder involvement while maintaining momentum and clarity throughout the process. The project also involved close collaboration with external partners. Sylvia guided and steered this work with patience and a clear commitment to quality, ensuring it remained aligned with the ambition of the brand.
What stood out for us was Sylvia’s depth of understanding of brand direction and positioning, together with attention to detail and a consistent focus on outcomes. For WACO, her role extended well beyond advisory support; she became an integral collaborator whose judgement, creativity, and resolve underpinned the success of the project. I would recommend her with confidence, and I am grateful for her guidance and support."
