When your raison d’etre is to decarbonise the world’s commercial transport, you’ve got to look and sound the part. And in their previous guise as Infinium Logistics, it’s fair to say our ambitious and super-positive client, well, didn’t.
CEO Phil Bayliss had already worked with us in his time at Guild Living, so he knew we were the right people to build a brand that’s as bold and ambitious as the mission that drives it.
We started with discovery: interviewing the senior team to gauge business objectives, audience needs, the competition, and their own thoughts on how the brand should look, feel and behave like.
Using our soulmates branding model, we laid out a vision of trust, urgency and sincerity — but also of positivity and being inspired by the big prize: a more habitable planet.
This would speak to all the brand's audiences, and give us licence to use evocative imagery in a way that sets Lysara apart from the competition.
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“We're delighted with what Woven have given us. They've understood us, our goals, where we need to go for our business and for all our futures. We've now got a brand that puts us where we should be — out front."
Phil Bayliss — CEO, LysaraIt was time to bring the strategy to life. We started with a new name: Infinium Logistics felt too techy and cold. (Plus there was the small matter of them not being a logistics company.)
Conveying their positivity and drawing on Scandinavian inspiration (leaders in sustainability), we chose Lysara, from the Danish word lysår, meaning light year.
This mellifluous name echoed the positivity the brand needed to capture, and would give cut-through in a market dominated by more literal, less inspiring names.
We then created a brand voice to give them a unique and consistent tone, before our design team crafted a new logo, colour palette, typography suite and design system that stretches from website to PowerPoint template, social media to signage.
The creative work went down a storm with the Lysara team, and has bee rolled out across their new website — lysara.com.
From strategy to naming, copy to design, we’ve built Lysara from the ground up and turned it into a best-in-class brand that’s raised the bar for the sector.
The brand is now as positive and smart as the people behind it, and gives them the perfect platform to grow the business and, by cutting carbon across commercial transport, help us all breathe that bit easier.