Being better at service design

White Logistics

• An award-winning re-brand
• Building the capacity to develop excellent customer-focused services

White Logistics is a medium-sized, family-run transport and storage company based in the midlands. On the face of it, perhaps not the sort of company who might explore service and brand innovation. However, they realise that they don’t make anything; their success as a business relies on their ability to provide excellent services.

I am working with Ellis Pitt, Colin Burns and the Allotment to build their ability to design and develop great services that are a consistent expression of their brand. The new brand, by the way, has just won the 2011 Marketing Design Awards.

My approach has been to identify an aspect of their business, to lead the White’s team through research, ideation and prototyping phases and then to do the same with another business area.

They are developing their skills at understanding and responding to their customers’ needs, and are starting to see how this can positively influence their business success.