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home \ work \ professional services \ Hawk identity
Q: How do you reposition experts in their field?
Angle: design a 'smart move'
Hawk are a New Zealand customs and freight forwarding company. They move things around the globe, dealing with complex logistics, and do so with the utmost expertise.
To reposition Hawk as a highly expert, niche organisation, a new brand proposition
‘smart move' was developed – a phrase that captured the agility and skills on offer. The proposition inspired a powerful and unexpectedly 'warm' visual solution for the brand
in a sector which is dominated by more abstract symbols and navigational references.
The effect was almost immediate – a higher profile within the industry and increased levels of business from international agents.
Project completed with Maxim, Auckland.
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Hawk identity
The Hawk logo stands out in
its sector, which is dominated
by brands with abstract symbols
and navigational references.
The stylised hawk symbol appears to be swooping down
on the logotype to deliver or collect the letter ‘A'.
As a graphic representation of the service on offer, the logo is dynamic and shows agility and precision.
Hawk Business cards
A 'smart move' occurs on the business cards. New Zealand is taken from an alphabetical list of world countries on the back of the cards, to appear in the details on the front.
Hawk letterhead
Auckland is transported from a list of world cities on the back and dropped into the address details on the front.
Hawk company profile from there...
Simple folding and on-brand language create an effective profile that captures the brand proposition.
...to here
‘Here' and ‘there' illustrate the guaranteed movement and delivery of freight.
The Hawk team
A small but perfectly formed team of experts.
Hawk website
An online presence was essential for Hawk – a potential customer could come from anywhere in the world at any time. Users are reassured by a real hawk keenly watching over a city backdrop on the home page.
From up here...
Black and white bird's eye view photography suggests Hawk's elevated view of global activities. It effectively gives them a leadership position.
...we see everything
Millions of containers travel the world every year. Hawk track their client's cargo to ensuring safe deliveries from A to B.