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.
In the fast-paced world of global commerce, the role of an air cargo company extends beyond merely transporting goods — it’s about delivering reliability, efficiency, and innovation. As a family-owned business transitioning into a multinational entity, it recognised the need to evolve its brand to resonate across diverse markets and provide a transparent governance structure to meet global ESG goals.
A well-defined brand architecture was crucial for this expanding air cargo company to ensure clarity, synergy, and leverage across all customer interaction points. Our strategic framework began with a coherent brand story centred around the theme of ‘connection’ between places and people. This narrative provided the foundation to effectively communicate the relationships between the corporate brand, its sub-brands, and endorsed brands to all stakeholders, including consumers, investors, and employees.
Discover GEE.
let's collaborate
GEE Global Pte Ltd
108 Robinson Rd, #03-01
Singapore 068900
hello@geeglobal.com