Case Study: Yusen Logistics achieves global brand transformation with The Clearing

Yusen Logistics shifts from 70% Japanese to 70% global with The Clearing

Yusen Logistics, a global logistics company, faced the challenge of shifting its customer base from predominantly Japanese to a majority global clientele in order to compete with major US and European firms. To catalyze this internal and external transformation, they partnered with the brand consultancy The Clearing for a comprehensive rebranding and brand strategy service.

The Clearing developed a new brand positioning, promise, and values that leveraged Yusen's Japanese heritage, while also defining new employee and customer value propositions and rationalizing the brand architecture. They created a confident new identity and launched internal initiatives like the YusenConnected platform to foster collaboration. Over five years, The Clearing helped Yusen Logistics fundamentally transform into an energetic global team, with the client's Head of Global Brand Strategy praising the incredible work as being fundamental to their change.

Yusen Logistics