Pathfinder is a freight forwarding company, meaning it plans and executes the delivery of its customers’ goods through a network of suppliers all around the world. It’s been around since 1994, but recently decided that it needed new branding and creative assets to ensure that its public face was representative of the company today. Plus they wanted to work with a team that offered guidance and advice on how to have the biggest impact in their niche market.
When Kiss started rebranding the company, it quickly became apparent that it had something special to offer its customers: a top quality service that distinguished itself from the competition through simplicity, honesty, and knowledge. Pathfinder’s founders have over 50 years of experience between them, and we wanted to highlight how that impacted on their customers.
Because we believe effective branding is about simple messages, we put a great deal of work into isolating what lay at Pathfinder’s core. Those things were efficiency, simplicity and dedicated customer service.
The challenge was to take those values and roll them out in a way suitable for a freight forwarding company with a broad mix of services. We kept copy simple and direct: Pathfinder is reliable, attentive to their customers, and can justifiably claim to be an expert. We resisted the temptation to make this more complex than it had to be: audiences respond to simple, compelling, messages: they aren’t impressed by complexity, and rightly fear that it’s being used to disguise a mediocre message.
Around this copy, we built a brand that sets them apart, plus a beautiful responsive website. It was particularly important for a company like Pathfinder, which prides itself on simplicity and effectiveness, that its website lived up to those values. We redesigned the company’s logo in a similar way: the flight of migrating geese between continents and seasons invokes thoughts of calm, determined and efficient arrival at destination. The essence of exactly what Pathfinder do.