Founded in June 2016, Cogoport uses technology to make it easier for small and medium-sized exporters and importers to grow their business internationally. Based in India; Cogoport has identified a trade and logistics knowledge and execution gap as putting the brake on International trade. Cogoport want to make life easier for small & medium-sized exporters and importers by reducing the friction of cumbersome processes with hefty documentation, lack of transparency, poor stakeholder collaboration and process inefficiencies. Cogoport’s platform has all the best import, export services in one place. Exporters and importers can easily connect with logistics providers (shipping liners, freight forwarders, transporters, customs house agents, etc.) and collaborate with them to conduct their international trade more efficiently. Tangible’s project was simple; to create a compelling brand for a compelling offer! Thank goodness for market research as with so many different stakeholders, Tangible’s research led approach helped align the preference drivers for an array of diverse opinions.
Tangible developed all the communications and marketing from a Friendly, Helpful & Caring personality, hence the yellow and red palette with the smiling Cogoport ‘g’ wordmark. We create a secondary system based on a ‘portal’ (get the pun?) concept. A messaging house and verbal identity ensured the key values were translated into benefits for different stakeholder groups. Tangible developed the website and launch materials for the internal launch in Thailand, this included a Corporate Video and Staff Brand Book
Tangible developed the brand values, which were translated into desired behaviours for staff and included in the staff brand book. Tangible’s scope included ideation of internal initiatives to bring the brand to life for staff.
Tangible developed several brand architecture models to test with stakeholders. The objective was to understand if complementary offers should be branded under Cogoport or become stand-alone brands. The result was the creation of ‘Cogomoney’ and ‘Cogomarket’. Tangible also helped test lines of business descriptors and preferred product and service offers with customers to ensure Cogoport developed those products and services that were in most demand.