The air cargo industry typically revolves around Airline Operating Companies (AOCs) granted and regulated by government entities. Each business unit under the Asia Cargo Network operates under the company’s overarching corporate brand. Major business units, such as flight truck services, maintenance, repair, and overhaul (MRO) services, and sales entities, function under specialised sub-brands. As Asia Cargo Network looked to expand into new international markets, a strategic rebrand became necessary. This rebranding involved more than just a cosmetic update; it required a comprehensive transformation to realign the company’s AOCs and business unit brands with the emerging global opportunities, challenges and diverse needs of stakeholders.