REDI for a Re-Brand

You may have heard of Wisconsin Lock & Load or seen their transport vehicles around town. They’ve been providing reliable prisoner and detainee transports since 2006. But in recent years they started extending their reach beyond Wisconsin and expanding their services to include a whole new market for behavioral health patients, so the name Wisconsin Lock & Load no longer seemed appropriate. They needed a name and brand identity that would convey their expanded services and key qualities. That’s where BRING came in.

BRING completed a brand audit and conducted research among clients from both markets to help create a new brand and uncover their unique selling points. The result was REDI Transports, a strong brand name that highlights their key qualities without alienating either market/audience. REDI stands for Responsive, Efficient, Dependable and Informed—the very qualities customers are looking for when they hire a transport company.

BRING then created a logo to represent the new brand. A strong, bold typeface was used to signify the authoritative position of the company while incorporating a more soothing teal blue gradient to fit with the behavioral health side of the business. A subtle arrow graphic was added to convey movement and progression along with a chain link to indicate the security aspect of the brand.

Once the new name and logo were developed, a new website was needed to convey the brand identity and clearly communicate their expanded services to two specific markets: prisoner and behavioral health. BRING created a very strong, clean and intuitive website design built upon the new brand identity. The REDI Transports website is easy to navigate for their two separate and very different audiences, giving them the option to get more info about prisoner transport services or behavioral health transport services depending on their specific needs. To complete the website redesign, new photography was needed to tell the story and fit with the rebrand. BRING shot a wide variety of action photography at a training session, their office and at BRING’s studio to capture various scenarios and provide the client with a comprehensive photography portfolio to use on the website as well as in other applications as needed. (You can check out the new website here.)

The client was extremely satisfied with the process from beginning to end and it was a great partnership. “The BRING team did an amazing job capturing our company. We truly value our partnership and appreciate their hard work and attention to detail.”

–Alicia Stevenson, VP of REDI Transports.

The transformation from Wisconsin Lock & Load to REDI Transports has been well received by its customers and positions the company to continue its growth and be even more successful in the future.

When the Creative Circle Becomes an Endless Spiral

When the Creative Circle Becomes an Endless Spiral

Is Content’s Reign as King Ending?

It’s a phrase that’s embedded in every marketer’s mind, “Content is King.” And at the beginning of the millennial journey to savvy consumerism, that was almost certainly the case. Now, with Generation Z poised to overtake the millennial majority, many wonder if content’s monarchy will lose its luster.

Content rules by relevance. Millennials who hungered for information that was meaningful to their exclusive interests found it when strategic content marketers delivered. And delivered. And delivered. Every word was carefully curated to satisfy search engines. And since digital marketing informs most campaigns, the messaging trickled to every tactic. The strategy worked; so if it’s not broke, why fix it?

A New Breed of Royalty

Fast forward to Generation Z and it becomes clear that it may be time for a new breed of royalty. For this generation, being bombarded by redundant messaging has been a way of life. In other words, it’s not only going to be harder to capture the attention of Gen Z, it’s becoming increasingly difficult to capture anyone’s attention at all.

I’ll pick on our own industry first to illustrate. Visit a few local agency websites and you’ll be amazed by the number of creative, strategic and passionate marketing experts in your area. Or, look at billboards for large hospital systems that all seem to promise compassionate care combined with the latest technology. With so much redundancy, how can anyone stand out?

The Knight in Shining Armor

For some marketers, the answer to that question is “shock and awe.” Using the shock and awe technique, a campaign captures attention by its sheer audacity. But that’s hardly a strategy. This is where brand becomes the knight in shining armor. By creating a unique brand identity, you connect to your target audience in a unique way. Your brand doesn’t have to be shocking to stand out, but it does need to provoke emotion. It may be humor, excitement or trust; you just need to convey some kind of feeling to break the ice and start the conversation.

I’m not suggesting that content should abdicate its throne. On the contrary, coupled with a strong brand identity, content becomes all the more powerful and meaningful. Once you’ve captured your customers’ interest, content will bring them along on customer journey and ultimately entice them to buy. You just need to grab their attention first!