Wincanton

Insight

Wincanton, a recognised British logistics leader since 1925, faced a pivotal moment in 2021 as a new leadership team sought to shift the business toward a more innovative, digitally‑focused future. Through extensive stakeholder interviews and surveys with employees and customers, we uncovered deep insight into brand perceptions while bringing internal teams on the journey.

Impact

The refreshed brand launched with a new website delivered in under three months, receiving highly positive stakeholder feedback. The new positioning improved market perception, strengthened communications and supported broader transformation efforts. Following the rebrand, Wincanton’s enhanced profile contributed to the business being sold at a premium compared to its previously undervalued market position.