A2B.Direct
  • Communication
  • Design
  • Naming
  • Strategy

In Ukraine, cargo carriers and owners normally interact via intermediaries, meaning that a freight transportation always involves third parties, i.e. forwarders. This practice makes the transportation more complicated, impedes a free competition and increases the cost of services, which is disadvantageous for everyone.

A team of Ukrainian developers masterminded by the most reputed industry expert, Yevhen Chervonenko, decided to reshape the long-established trend. They have created a handy online service that links a customer and a freight carrier directly, and this freight transportation service can be compared with Über in terms of its features.

Challenge

There is a unique innovative product that has no name, no identity and no strategy. We had to create a new brand and launch it on the market, and this brand is supposed to revolutionize logistics!

Solution

The more complex a product is, the simpler its promotion should be, so the concept of the promotion campaign was based on a simple and comfortable nature of the new service. Even the name bears the idea of a direct connection of a cargo carrier (A) and owner (B), without any excessive links in between them. A2B DIRECT is a direct logistics with no intermediaries involved. The visual identity system is based on infographics that outlines the basics of service operations with the help of basic elements of the branded style.

By using new-generation domain names, we registered the a2b.direct website that is a complete match with the company’s name.

We produced promotion materials and launched an extensive PR campaign. It was the first time that the new brand was represented at the major International Transport Conference hosted in Kyiv.

Results

For the first five days, over 1000 users registered at the website. The project was highly appreciated by many market leaders, including largest filling station chains, finance and insurance companies, mobile network operators, etc.

The new economy is on stream, and the revolution is under way!