Jordon is a freight forwarding company based in Felixstowe, Suffolk – the UK’s largest container port. We first had the pleasure of partnering with them in 2016, and in 2022 we were delighted to have the opportunity to work with them again.
After spending time with Jordon founders and directors Roddy and Jon, including an in depth Discovery session, we had a good understanding of their situation. The previous six years have been very eventful in the freight industry following Brexit, and Jordon’s proposition had evolved accordingly. They were going global and we needed to revisit the brand to reflect this.
Running an extensive audit of competitors’ brands revealed the industry had little variation, visuals were full of sweeping shots of ocean cargo ships and towers of stacked shipping containers at the docks. The tone was almost always very serious, full of jargon and complexity. So to put clear blue water between them and their peers, we knew we had to bring out Jordon’s personality, their friendliness, helpfulness and expertise, which sets them apart from their competitors.
The tone of voice we created is clear and simple while at the same time friendly and purposeful, with a sense of continual movement that reflects the business. The new strapline, ‘Global Freight Made Simple’, expresses exactly what they do.
Visually, it was more about refreshing the extended brand identity. By using typography to represent shipping containers simply, we were able to demonstrate the scale of what Jordon does, as well as draw attention to the key things they want people to know, in a simple, Jordon, way.
With the new brand identity in place we designed and built Jordon’s new website, created a new sales journey through welcome packs and automated emails, and branded a truck-load of collateral and merchandise – ready for Jordon to go global.