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On track toward a strong group identity

CLdN, a European leader in intermodal transport, operated with three distinct divisions, each with its own name and branding. This complexity caused confusion among employees and customers, as well as inconsistencies in brand recognition and use. The challenge was to create a clear brand architecture and update CLdN&#8217;s branding to simplify communication and strengthen its identity.

The challenge

We developed a unified brand architecture and updated CLdN&#8217;s brand strategy, creating a new cohesive brand identity under the iconic &#8220;C-flag.&#8221; This rebranding aimed to streamline communication across divisions, enhance customer experience, and position CLdN as the leader in logistics for tomorrow.

Our solution

<ul>
<li>Brand strategy &amp; architecture</li>
<li>Stakeholder management</li>
<li>Positioning &amp; DNA statement</li>
<li>Logo development</li>
<li>Corporate identity</li>
<li>Brand management (M&amp;A)</li>
<li>Brand rollout</li>
</ul>

Services

The first step was to understand the complexity of CLdN&#8217;s internal operations and how different business units interacted. We began by immersing ourselves in the company&#8217;s processes, conducting interviews with key stakeholders, and evaluating brand recognition across divisions. Our analysis revealed that customers struggled to identify which CLdN divisions they were dealing with, leading to confusion and missed opportunities for cross-selling.

Reimagining CLdN's Brand Architecture

Our solution involved developing a brand architecture that brought all business units under one consistent brand umbrella. The new branding, represented by the unified &#8220;C-flag,&#8221; helped employees see their role in the company&#8217;s bigger picture and streamlined communication with customers.

Once the new brand strategy was defined, we worked closely with CLdN to roll out an updated corporate identity. This included a complete visual redesign, integrating all business units under a single, iconic identity. We designed consistent logos, updated the visual style, and defined the tone of voice for future content, ensuring all customer touchpoints—from signage on port buildings to shipping containers—reflected the new CLdN brand. In addition, we provided branding support during acquisitions, such as SEATRUCK, to ensure smooth integration under the new identity.

A modern, unified identity

Charlotte Puype, former Marketing Manager 

Today, CLdN is completely future-proof with a new, sleek branding. Customers no longer have to stumble over the brand names of the individual business units, such as CLdN RoRo, C.Ro Ports, and CLdN Cargo, but instead interact with one single brand under the umbrella branding of the C-flag—a clear family story that gives sales, retention, and employer branding a significant boost.
As a strategic partner, we also provided professional advice in updating their customer touchpoints, such as designing containers, signage on port buildings, and ships. In redesigning these elements, we ensured that every component represented the new CLdN.

Transport in a new guise

The rebranding transformed CLdN into a modern, cohesive logistics brand. Customers now experience a simplified interaction with a single, unified brand, and the streamlined brand story boosts both sales and employer branding. The updated corporate identity has future-proofed CLdN, making it easier to integrate new acquisitions and expand its leadership in intermodal logistics across Europe.

Result

Contact us for a free consultation with one of our experts and discover how we can help with brand architecture, identity redesign, and international market positioning.