Strategy and identity design for Western Group, a logistics and forwarding services group based in the northwest of Mexico. The project involved comprehensive consulting, guiding the company through a name change and the creation of a solid identity strategy to stand out in the competitive logistics and port services market. The process focused on creating a strategic concept based on the west wind, symbolizing movement, direction, and fluidity, key attributes that Western Group sought to reflect.

The visual identity was built around this idea, using a stylized symbol that evokes the movement of the wind with an adaptable form that allows for use on complex surfaces common to this type of business. The visual system incorporates green as the primary color, a choice uncommon among competitors, while the custom-designed logotype, with its smooth curved sans serif style, aligns with the traits of the symbol. The design also offers flexibility to integrate sub-brands, whether through a monolithic system or an endorsement strategy.

Regarding verbal identity, the brand adopts an accessible and human tone, moving away from the formal and impersonal tone typical of the logistics industry. The use of wind-related vocabulary reinforces this approach, helping to communicate fluidity and adaptability in Western Group’s services.

The identity is structured for easy application across various platforms, with a clear set of guidelines for logo usage, color systems, and typography. This cohesive system ensures consistency in every communication, making it easier for the brand to maintain a unified presence in all customer interactions.