"Glavdostavka" ― a federal transportation company developing on a franchise model. It specializes in the delivery of modular cargoes, takes 6th place by the volume of working capital on the LTL market. The company's branch network includes 131 representative offices in five countries: Russia, Belarus, Kazakhstan, Kirgizia and Armenia.

The company does not just process, transport and deliver cargo, but does it with love. "Glavdostavka" is focused on client service and technologies: one of the first in logistics began to guarantee return of money for delay, offered personal managers, introduced online cargo tracking and integration with CMS and CRM

Emotional adjustment helped the company to stand out, but over time, top management has questioned the relevance of the style and nature of this approach. The brand did not reflect and broadcast all the drive and passion with which the Glavdostavka team was charged.

The Glavdoshtavka team was ready for a total update. The only thing the client wanted to save was a message about love. When we asked the owner of the company Vitaly Gorbatyuk why love is so important (after all, we are talking about a transport company!), he answered the question: "And what can be more important and stronger than love?". And then love has already happened to us.

Based on the results of the analysis of trends and cases on the logistics market, as well as the review of direct and indirect competitors, we formulated rational and emotional advantages of the brand for two segments of the target audience: franchisees and customers (service buyers).

"Glavdostavka" is not just a company, it's a cross-service platform. It is complex, system and technological inside to be simple and convenient on the outside - for its partners and customers. It is a team of people who are in love with their business and want to share their love, experience and mood. So in "Glavdostavka" understand the service.

It takes a lot of bravery to put the message in the essence of the brand that the main activity of the company is not the main thing. Nevertheless, after hot debates and discussions we gave up doubts. Our client really has something to give partners and customers (in addition to quality and speed of delivery). We thank the glavdostavka team for the determination with which they agreed on the new essence of their brand.

The design of the essence gave development to the slogan system. They have become dynamic, because the most important thing can change depending on the tasks of communication:

The task of the sign is to demonstrate what is most important for the company. The creative team started searching for a suitable metaphor for love. We found a lot of cool options, some even almost approved during the project ... but still there was a feeling that the client's love did not happen with any of the variants.

It happens sometimes, but it's no reason to stop searching. After a series of meetings, we realized that it had to be very simple.

Lettering is stylized as graffiti, which shows the company's friendly and at the same time rebellious and passionate spirit. This sign was nicknamed "The GLAV-heart" in the company.

The main element of the identity is a sign graphic, which can be used in some cases as an ornament.

As a result of the project "Glavdostavka" received a logo and corporate identity, reflecting the updated essence of the brand and its positioning. The brand "Glavdostavka" is also not about transport, logistics and hubs, but about people, trust and love. But it looks in a new way.

Project manager: Anastasia Antonova
Art Director: Irina Shmidt

Brand Strategist: Daria Erasova

Designers: Irina Shmidt, Andrey Chigarev

Copywriter: Anton Borisov

Web Designer: Pavel Putrenok