CHANNELING THE PASSION AND PURPOSE OF A LEADING MOBILITY SERVICES PROVIDER
Background
Having undertaken a large merger and a continually growing family of brands, Van Pool and NRT BUS needed a parent company that captured the passion and purpose shared by each of the distinct providers of mobility-based transportation solutions. CS Brand Group collaborated with leadership across both organizations to develop a brand platform that channeled the experienced, compassionate, and inspired personality of a combined company that’s committed to serving the diverse needs of customers. Launching during a global pandemic and driver shortage, the brand needed to communicate an ideology to parents and potential employees that showcased the passion, good will, and hope at the core of the organization.
Scope/Output
Brand Development
- Market Research
- Brand Identity & Positioning
Creative Services
- Web Development
- Pitch Deck
- Transaction Communications
- Brand Launch
Challenges
- Aligning the views of multiple CEOs to create a shared vision for the combined company
- Conducting research to uncover insights at different touchpoints
- Conveying diversity and inclusion through photography and messaging
- Launching a transportation brand during a pandemic and driver shortage
- Navigating changes in leadership
Solutions
- Empowered leadership to tell the story of an organization that champions diversity, inclusivity, and compassion
- Developed brand identity that brought this vision to life and appealed to parents and potential employees
- Launched brand in the middle of a pandemic that felt both relevant and enduring
