Inbound qualified leads after six months of repositioning.
01/International logistics
ABIPA Holdings.
Repositioned an international logistics holding into the premium segment.
Project
- Year
- 2023
- Region
- Vilnius, Lithuania
- Practice
- Atelier + Lab
What we shipped
Strategy + brand
Premium repositioning, marketing and communication strategy, and a brand book the whole team quotes.
Credits
- Maria Volkova · creative direction
- Lumaé Atelier · strategy + writing
- Lumaé Lab · automation + analytics
- Marketing strategy
- Brand platform development
- Communication strategy
- Website management
- SEO + contextual advertising
The brief
ABIPA wanted a higher-value customer base and clearer differentiation against three established Baltic competitors.
Fifteen years of legacy assets carried weight but no shared platform. Communication ran channel by channel without a spine.
What we did
- 01
Market research and competitor mapping across the Baltic and Northern European logistics corridor.
- 02
Comprehensive marketing strategy with quarterly priorities. Communication strategy tuned to premium positioning.
- 03
New brand positioning. Codified niche, target portrait, differentiation, tone of voice.
- 04
Monthly site management. SEO optimisation, content production, paid acquisition.
- 05
Brand book produced. Visual and verbal identity unified in a single document the whole team can quote.
What changed
From brief to fully published brand platform and refreshed site.
Internal teams active on the new tone of voice within one quarter.