Case Study Category: Branding

Repositioning a Logistics Company. How we helped rebrand and elevate thier online presence.
Our Challenge
Project Scope
Launch Location
Industry
Target Audience
Integrators and Airlines.


Polar took on the task to fully immerse in the sector, the business and its heritage, as well as its customers to help shape and refine the brand proposition and support the brand’s marketing and business ambitions.
- Outdated Branding: We needed to develop branding and messaging to stand out in the highly dynamic sector.
- Fragmented Marketing Strategy: We needed to define a coherent digital marketing strategy to effectively reach and engage their target audience.
- Limited Audience Segmentation: We needed to analyse and segment our client’s diverse customer base to understand who were dealing with and what mattered to them
- Legacy Website: We needed to reimagine the web experience e in terms of design and functionality, user experience and path to conversion.

Objectives
Unifying a board of directors to help develop CFL’s identity for a modern digital era. Identifying its market position, elevating its brand identity, and bringing their website up to modern standards.
Our Approach
- 1. Comprehensive Market Analysis: We conducted a thorough analysis of the air logistics industry landscape, competitor strategies, and emerging trends to benchmark coverage, and identify gaps and opportunities.
- 2. Audience Segmentation: Using data analytics and customer insights, we segmented the client’s audience based on demographics, behaviour, and preferences to personalise marketing messages.
- 3. Brand Proposition Development: Working closely with CFL, we crafted a breakthrough brand proposition that highlighted their unique value proposition and differentiated them from competitors.
- 4. Marketing Strategy Formulation: We devised a holistic marketing strategy encompassing digital channels, content marketing, social media, and targeted advertising to maximise reach, salience and engagement.
- 5. Full rebrand: Making use of the insights gained from the market analysis and audience segmentation, we modernised the client’s brand identity, including logo redesign, colour palette, core marketing asset library and brand messaging, brought together in a new set of brand guidelines.
- 6. Website Refresh: Our team designed and developed a user-centric website aligned with the redefined brand identity, focusing on intuitive navigation, mobile responsiveness, and seamless user experience.
Services Provided
Brand strategy, branding, website UX, content, design and development, and video production.
From a strategic deep dive to a full rebrand, we produced new brand guidelines and rolled them out across CFL’s digital channels, including a new website redesign and build.
Results
- Improved presence in the market: The client successfully repositioned itself in the market with a refreshed brand identity and compelling messaging that resonated with target audiences.
- Improved Brand Perception: The rebranding efforts enhanced the client’s brand perception, positioning them as a modern, reliable, and customer-centric courier service provider.
- Increased Website Traffic and Conversion: The new website is poised to attract higher traffic volumes and improved user engagement, leading to a potential uplift in conversion rates and online bookings.
- Customer Feedback: The client received positive feedback from customers and stakeholders, validating the success of the rebranding and website redevelopment efforts.











Conclusion
"Polar built a brand that reflects perfectly who we are."
“I have worked with Polar for the last two years. They transformed my business from inward-looking and unsure about finding new customers to one that fully understands our proposition and target audience.
Polar designed a new brand that perfectly reflects who we are and who we will be for our customers over the next decade. Their support has been a critical strategic asset, improving business outcomes across our entire organisation.”



From MVP to Market Leader in Fintech. Help consolidate four distinct brands into one cohesive online identity.
Challenge
Partnering with Polar London, they aimed to create an MVP (Minimum Viable Product) website, marking the start of a transformative digital journey in the Fintech space.
Project Scope
Launch Location
Industry
Target Audience

The Initial Brief – Lumon Pay’s Digital Evolution
The initial brief was a challenging yet exciting venture: to merge four separate entities into a single, powerful online presence. This initial phase focused on developing a streamlined, user-friendly website that served as a consolidated platform for Lumon’s diverse services. You can checkout the original case study here.

A Deepening Partnership
Over time, this partnership evolved, with Polar London becoming Lumon’s steadfast digital partner.
Our Approach
This collaboration has been marked by:
- A Dedicated Team of Digital Experts: Polar’s cross-functional team, comprising of UX specialists, designers, and technologists, has been instrumental in continuously enhancing Lumon’s digital footprint.
- Regular Strategy and Goal Setting: Working closely with Lumon, Polar sets quarterly KPIs, ensuring that every digital strategy aligns with Lumon’s evolving business objectives.
- Ongoing Maintenance and Optimization: Regular website maintenance, performance tracking, and reporting keep Lumon’s digital presence agile and responsive to market changes.
- Technical Advisory and Integration Support: Polar provides crucial counsel on integrating third-party APIs and platforms like MS Dynamics, ensuring seamless digital operations.
Targeted Audience Engagement and Content Strategy
Polar’s deep understanding of Lumon’s business enabled the identification and engagement of new audience segments. This involved:
- Crafting tailored content and dedicated web pages.
- Enhancing user experiences to cater to these newly identified sectors.
Services
Website: UX. Design, Development, QA, Technical council and Maintenance.




Results
The enduring partnership between Lumon Pay and Polar London has culminated in tangible, impactful results, reflective of the strategic focus on acquisition readiness in the Fintech sector:
Engagement and User Base Growth:
- Sessions: We strategically aimed to reduced session time, with improved UX. Resulting in a 2.85% decrease in session time, indicative of heightened user experience. (getting users where they wanted to be, quicker)
- Users: There was a 12.43% rise in users, demonstrating successful expansion in Lumon’s market reach.
- New Users: Growth in new users by 7%, highlighting effective outreach and market penetration strategies.
Enhanced User Experience:
- Simplified navigation and improved mobile responsiveness led to a 15% increase in average session duration and a 42.44% decrease in bounce rate.
Strengthened Brand Messaging:
- Clearer value propositions and enhanced brand storytelling
Optimised Conversion Rates:
- Clear CTAs, streamlined account opening, and competitive pricing contributed to an increase in lead generation and conversion rates
*Results are based on 1 quarter comparison to another in 2023
Acquisition Objectives:
- The improved engagement metrics are not just numbers; they represent a strengthened foundation for any acquisition strategy. In the Fintech sector, where growth and consolidation are often achieved through acquisitions, these metrics serve as key indicators of the company’s health and attractiveness to potential acquirers.
- Lumon’s enhanced digital presence, facilitated by Polar London’s expertise, positions the company as an attractive target for acquisition, with a robust, active user base and a highly engaging online platform.
Conclusion


Nash Squared – Brand positioning. Help refresh and evolve a brand proposition to align with internal and external clients on their improved group offering.
Our Challenge
On a brand level the Harvey Nash Group was best known and recognised as a IT recruitment consultant… which is a misconception of what the group has to offer.
The task was to bring the Harvey Nash Group proposition to life, supporting on a complete name change and unifying the collective brands under the umbrella of the HN Group, (now known as Nash Squared).
Project Scope
Industry
Target Audience

Objectives
On a brand level the Harvey Nash Group was best known and recognised as a IT recruitment consultant… which is a misconception of what the group has to offer.
The task was to bring the Harvey Nash Group proposition to life, supporting on a complete name change and unifying the collective brands

Our Approach
Polar built a bespoke expert team of strategic and creative specialists, we were able to cut through the process and help steer the marketing and leadership team on how best to approach the brief, to craft and action a meaningful brand proposition.
Analysing their current marketing collateral to understand the existing landscape, Polar shaped and executed a series of key senior stakeholder interviews, internally and externally. With the aim to glean insight from the bottom up on what unified the group, the challenges internally an externally to overcome from a proposition perspective and for a clear picture of the client perception of the existing group offering.
To help inform a well rounded brand proposition, our strategy team reviewed the competitive landscape, the audience and personas that the Harvey Nash Group wishes to communicate with (internally and externally).
All leading to a global unified brand proposition, Polar was task to help present back to key stakeholders internally to explain the process and share our informed recommendations.
Results
A cohesive new group positioning that comes from within the business itself and resonates with thier market: The Harvey Nash Group is a global consultancy combining world class technology and recruitment. We’re equipped with a unique network of talent and technology to build capability, grow business, and spark success.




This quirky animated video summarises the group offering, demonstrating the new group identify and proposition. Helping to craft, storyboard, art-direct, animate and execute.
Conclusion
"Held firm on what they believed in"
Polar London worked with the Harvey Nash Group to support us with our brand proposition. Working with a very wide range of senior stakeholders they were able to distil a complex array of viewpoints and create a proposition that works very well for us. They gave excellent advice, were flexible and agile, but also held firm on things they believed in.
I would highly recommend Polar London as a strategic agency partner, they are able to offer and unlock real value back into our business.

