2 D&AD black pencils , 3 Cannes lions grands prix , Ranked No. 1 copywriter No. 2 CD in world (Cannes)
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Brand Refresh - Wisetech

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BRAND STRATEGY , BRAND ARCHITECTURE , CREATIVE DIRECTION

WiseTech is an innovative global developer and leader of cloud-based logistics software solutions.

It recently acquired over 30 specialist software companies to complement the flagship product platform, CargoWise One.

The existing brand identity was out of date and groaning under the company’s expansion.

A new brand system was sought to enhance the company’s stature as a global tech player, elevate its core product, CargoWise One, and integrate its portfolio of acquisitions and partners under the one brand umbrella.

Brand architecture was significantly streamlined and a strong new brand voice was developed - the tapping of unlimited human potential.

CLIENT: Wisetech Global

ROLE: Consultant - Brand Strategy & Architecture , Creative Direction , Copywriting (Design Agency: Frost)


Old Brand System & Brand Portfolio lacked a unifying vision. The 30+ acquired companies (co-brands) each had their own disparate identities.

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New Brand Elements - master brand, Wisetech and flagship product, Cargowise brought into alignment (and brand names simplified)

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Unified brand portfolio system and partner program brings the company’s 30+ software acquisitions (co-brands) and partners under the one brand umbrella.

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Other branding directions explored