Brand Assessment

A rebrand was required when Mondiale and Visa Global Logistics merged.

The rebrand saw the company become Mondiale VGL, and after assessing a selection of the top design agencies in Sydney, Percept was chosen to develop the new brand identity. The brand identity design needed to signify the merger, while representing the size and capabilities of the company, which is now Oceania’s leading freight and logistics provider.

Mondiale VGL is a merger between Mondiale and Visa Global Logistics, pioneering freight forwarders formed in the 1980s in New Zealand and Australia, respectively. Both were recognised for their strong, long-term customer and carrier relationships built over for almost 40 years. Combining these relationships and innovative supply chain problem-solving abilities allows Mondiale VGL to create unmatched transport and logistics value.

As with any rebrand, the discovery phase revealed many interesting takeaways. The brand assessment uncovered
a significant gap between reality and perception. While Mondiale VGL had become one 
of the largest logistics businesses in the region, its brand continued to be understood primarily through its operational services rather than the value it created for customers. Like many competitors, its communication focused heavily on freight, logistics and end-to-end capability — claims that had become expected across the category rather than points of difference.

Brand assessment workshops and stakeholder discussions also uncovered another opportunity. Internally, the business was recognised for its responsiveness, flexibility and genuine partnerships. Customers valued the ease of working with the team, their regional expertise, customs capability and ability to solve complex challenges with clarity and confidence. Yet these strengths were not projected through the brand identity itself, or its marketing communications.

Throughout the rebrand, the challenge wasn’t to explain more services. It was to create a strategic brand positioning that reflected the strengths of the business that customers already experienced.

Rebrand Strategy

Rather than creating a brand positioning for Mondiale VGL that centred around what it does, Percept’s rebrand focusses on what it enables. Momentum-Led became the central idea for the rebrand strategy, shifting the conversation from moving freight to a more ownable
concept of creating business momentum.

This rebrand strategy lays the platform, informing the brand positioning, messaging, values and marketing communications, while recognising Mondiale VGL’s unique advantage: combining global capability with the agility, accessibility and regional expertise that larger multinational competitors often struggle to deliver.

Brand Positioning

Percept developed brand positioning for Mondiale VGL that frames them as the logistics partner that creates momentum for business. The brand identity encapsulates the clarity, confidence and control the company delivers. At their core, they help customers simplify complexity, reduce friction and move forward with certainty.

Integrated capability, customs expertise, technology and real-time visibility provide proof of the promise, while genuine human partnership sets the experience apart. The rebrand results in a brand identity that feels technically capable without appearing technical, commercially credible without becoming overly corporate, and globally capable while remaining approachable.

Rebrand Design

Rebrand specialist, Percept, produced a new brand identity design which translates the creative strategy into a cohesive visual and verbal brand system that reflects both the scale of the business and the experience it brings to any relationship.

The brand identity features a refined logo, contemporary typography, expanded colour palette, bespoke graphic devices and ownable photography style all working together to express movement, clarity and confidence. The verbal brand identity replaces category jargon with clear, human language that reinforces partnership, momentum and progress.

Together, the creative strategy and brand identity provide a flexible platform that scales across every touchpoint, enabling consistent communication while helping the rebrand for Mondiale VGL stand apart in a highly competitive freight and logistics market.