King Solutions is a transportation logistics company — basically a hybrid trucking and warehousing operation that makes sure goods arrive at their destination on time.
But after 24 years in the business, King Solutions decided it was time to rebrand itself and freshen its image to make itself more attractive to potential customers.
"The transportation industry looks so very, very similar. We didn't want to look like everyone else," said Michael Patterson, CEO of the Dayton-based trucking company with 110 employees.
Enter Fame, the Minneapolis brand marketing agency.
With a pedigree largely in the retail sector — clients range from FAO Schwarz to Hot Mama to MyBurger — handling a new client in a business-to-business service setting was a challenge for the 45-person agency. But one it relished.
Over the last year or so, Fame changed the King Solutions corporate logo but kept its corporate and symbolic meaning intact. It upgraded sales materials and the company website with vibrant green, orange and blue highlights. And it gussied up the promotional copy for the company, adding a cheekiness not found in most sales materials — certainly not in the trucking industry.
"It was not formulaic. We wanted something so people would want to work with this company. We wanted something inherently more friendly and sometimes sassy," said Lynne Robertson, Fame's CEO.
Sassy, indeed. On the website page providing case studies of real customers, the King Solutions introduction says, "Enough about us. Let's talk about our clients. (And, well, a little bit more about us.)"