01 —
Approach
Honor the past. Plan for the future.
Murphy Warehouse has provided logistics solutions to its customers for more than a century. While proud of its rich history, leaders knew that achieving the next 100 years of success would require something more. They needed a differentiated brand position that would help Murphy gain an edge in a commoditized industry.
02 —
Results
- Identified a forward-looking position that honored both the brand and family heritage.
- Used research to help make an emotional decision pragmatic and actionable.
- Developed a strategic framework that helped the company operationalize its new direction.
Primary and secondary research helped identify an ownable brand territory.
The new brand position offered an opportunity to refresh the company’s visual identity.