Cold Box Express, Inc. is an established company with a successful flagship product that serves primarily pharmaceutical logistics, government, temperature-sensitive logistics, and similar industries. They approached OffWhite Marketing to have their current marketing strategy scrutinized through an Aud.it™ to determine how to reach their target audience better.
While the company received favorable feedback from clients once they used the Cold Box product, had good client loyalty, and word of mouth, the company had difficulty reaching the correct audiences. They also received a high number of inquiries from markets that were not a good fit for their product.
OffWhite Marketing recommended the brand and brand mark be remediated to represent the broader capability of the technology and distinguish between product offerings that were in the prototype stage.
Through a robust Aud.it, OffWhite Marketing identified the following key areas of improvement:
Based on these findings, OffWhite recommended rebranding and a website redesign that included remapping and content optimization for UX, SEO, consistency, and value. Cold Box Express planned to expand its product line and hoped to time the launch with its new website.
Rebranding
To remediate the lack of distinction between the company name and the product and lay the necessary groundwork to expand product offerings, the company name was shortened in usage to CBX. The evolution to CBX simplified the logo without complicating official business documents or creating confusion with past and current clients. The original product name was rebranded from Cold Box to ClimateCrate™, which better reflects its capability to provide active temperature control over a wide temperature range regardless of ambient climates.
Website
The new CBX website was designed with a user-friendly interface, allowing customers to quickly navigate through CBX products, applications, and ways to order. The website content was expanded and polished to communicate product benefits more accurately to target audiences. Content was also optimized for search engines (SEO) to improve organic traffic from the target audiences.
CBX has been a leading provider of active temperature-controlled solutions for ground transportation of temperature-sensitive freight for more than a decade. They provide validated, active temperature-controlled shipping and storage solutions that protect high-value, temperature-sensitive goods.
