Case Study: TradeLens builds trust and clarity in global trade with The Frameworks

TradeLens streamlines over half of global containerised freight with The Frameworks

TradeLens, a bold digital platform initiative by IBM and Maersk, faced the challenge of persuading the global shipping industry to trust and adopt a new system to digitize its largely paper-based trade communications. The vendor, The Frameworks, was engaged to develop a content marketing strategy that would build clarity and trust around this complex offering.

The Frameworks implemented a comprehensive solution, acting as a strategic partner to extend brand guidelines, create a new website, and take over editorial direction of the TradeLens blog. They also produced a suite of sales enablement tools including use cases, an animated video, and an interactive demo. The measurable result was significant platform momentum, with more than half of the world’s containerized freight being streamlined by TradeLens and a growing number of port authorities and carriers signing up daily.

TradeLens