Case Study: Universal Logistics Holdings unifies its brand and clarifies complex services with Fulkrum

Universal Logistics Holdings unifies multiple brands with Fulkrum across 3 service divisions

Universal Logistics Holdings, an international provider of transportation and logistics services, faced a challenge after acquiring several companies. They needed to unite these acquisitions under a single brand to improve brand perception and service communication. They engaged the vendor Fulkrum for a comprehensive rebranding and repositioning initiative.

Fulkrum implemented a complete solution, creating the new tagline "People Driven Solutions" and designing a consistent brand identity to be used across all service divisions. They developed a new website with restructured messaging and visual elements to aid prospecting. To shorten the sales cycle, Fulkrum produced illustrated infographics, new sales materials, and white papers to clearly explain complex processes. This work by Fulkrum modernized Universal's branding with updated logos and engaging messaging to increase cross-selling opportunities.

Universal Logistics Holdings