{"id":37534,"date":"2025-12-10T22:25:23","date_gmt":"2025-12-10T22:25:23","guid":{"rendered":"https:\/\/prophet.com\/?post_type=case-studies&p=37534"},"modified":"2025-12-10T22:25:25","modified_gmt":"2025-12-10T22:25:25","slug":"a-brand-refresh-for-a-logistics-business-making-moves-in-decarbonization","status":"publish","type":"case-studies","link":"https:\/\/prophet.com\/case-studies\/a-brand-refresh-for-a-logistics-business-making-moves-in-decarbonization\/","title":{"rendered":"Kalmar"},"content":{"rendered":"\n
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CASE STUDY<\/h2>\n\n\n\n

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Kalmar<\/p>\n\n\n\n

A brand refresh for a logistics business making moves in decarbonization <\/p>\n<\/div>\n<\/div>\n\n\n <\/article>\n<\/section>\n\n\n\n

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Challenge<\/strong><\/p>\n\n\n\n

Kalmar belonged to the Cargotec Corporation of logistics businesses, recognized within the industry for their distinctive red color scheme and elephant symbol.  <\/p>\n\n\n\n

The Cargotec family had grown through acquisition and followed a branded house strategy for the main brands within their portfolio: Cargotec, the holding company, and Kalmar, Hiab and MacGregor. <\/p>\n\n\n\n

Following Cargotec’s decision to separate its core businesses, Kalmar and Hiab, into two standalone companies, Kalmar took the initiative to create a unique brand positioning, architecture and visual identity to support its future position as an independent, stock-listed company and brand. Prophet was selected as Kalmar’s partner to support this work. <\/p>\n<\/div>\n\n\n\n

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Solution<\/strong><\/p>\n\n\n\n

We followed a three-stage process to refresh the Kalmar brand. First, we defined the brand positioning, building from elements that have always been true to the Kalmar brand, along with new elements that reflected the direction they were taking as a partner to their customers. <\/p>\n\n\n\n

As a heavy logistics business, they played a crucial role helping their customers decarbonize their own operations. Thus, the existing customer promise around the idea of “Making every move count” became a central starting point for the new brand promise. <\/p>\n\n\n\n

From here, we defined differentiating brand principles, which formed the foundation upon which brand messaging and activation was built. <\/p>\n<\/div>\n<\/div>\n\n\n <\/article>\n<\/section>\n\n\n\n

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