Agility

From five companies to one bold brand

Challenge

Five major logistics companies merged into one (PWC Logistics, GeoLogistics, Transoceanic, Trans-Link—and others).

Suddenly, they had global reach. Over 450 offices in 100+ countries. More than 20,000 employees. But no shared identity. They needed a name and a brand that could unify them. More importantly, they needed to stand out in an industry where every competitor looked the same. Acronyms. Globes. Trucks. The usual suspects.

The real challenge? They had to find a single word, a single symbol, that captured both their scale and their secret advantage: personal, customized service delivered by people who understood local cultures.

They had one chance to do this right.

Insight

A logistics company’s strength isn’t in moving boxes faster. It’s in moving them smarter—with partners on the ground who understand your business, your market, your needs.

The merger created something rare: a company with global reach backed by local expertise. That fusion needed a name that worked in every language, in every culture. A name that didn’t describe logistics—it described how they approached logistics.

The answer: Agility.

Result

Agility’s identity was unique in its category. More importantly, it was unique beyond the category. It created new associations. New possibilities. A brand that didn’t describe logistics—it described a way of working. A way of thinking. A way of serving clients that competitors couldn’t easily replicate.

In an industry where every competitor looked the same, Agility stood out. The name is simple, bold, uncommon, and unmistakable.

The name and identity

More than 80 names were tested, but "Agility" had power. It captured adaptability, flexibility, and the ability to move fast while staying connected to what matters locally. As the company's chairman put it: "This name embodies an idea that people can aspire to." The name was not enough; the company also needed a visual identity that would reinforce the idea and work globally. We chose the dragon, which appears in cultures across the world. In Chinese tradition: wisdom, power, luck. In Western culture: strength, determination. For centuries, dragons were symbols of trade. Of connection. The dragon isn't functional. It's not a globe or a truck. It's uncommon and simple. In an industry of functional identities, uncommon stands out.

The system

The identity went beyond a logo. It became a complete visual language applied across every touchpoint including
launch materials that announced the new brand, marketing communications and sales presentations, and a new website that fundamentally changed how clients experience the brand. Global signage, trucks, posters, billboards too. Each surface told the same story.

The web experience

The old logistics website was a catalog. Product overviews. Package tracking. Necessary, but not enough. The new site did something different. It connected people to actual partners—real humans in their country, in their industry. Users could filter by location and service. Find specialists. Start relationships. Information was tailored. Customized. Personal.

The launch

One day. Eight countries. From Santa Ana, California to Shanghai, China. Employees walked into launch events and saw the new identity for the first time. A dragon. A name. A unified brand that represented something they'd never had before: a shared identity built on their strength.