Norsul, a Brazilian company that is now in the multimodal logistics market with innovative solutions from north to south, has just launched its new brand. The company is renamed “Norsul” instead of “Companhia de Navegação Norsul”. It is the first time in the company’s 58-year history that it has adopted a new visual identity. The change is part of the brand repositioning and seeks to translate the company’s expansion into communication as well.
“Our new brand reflects this strategic moment of integration of Norsul because it consolidates our transformation to serve our clients with multimodality. We can develop the best path for the loads and then lay out the ideal methodology for each route to have maximum security. All this allied to the excellence that is peculiar to us. This is the message we seek to convey with the new visual identity,” says Angelo Baroncini, CEO of Norsul.
Development of the new brand
The process took about three months and included a lot of research, exercises, and meetings to discuss the topic. In order to reach the final result, the company involved from employees to the board of directors, all under the coordination of the marketing area. “Participating in the brand development process from the beginning is a unique opportunity. The final result is fantastic because it is the fruit of a collective effort,” says Renata Neves, responsible for Norsul’s Marketing.
The planning was created from a brand building tool and works as a key roadmap to guide the company’s actions based on the new branding. The artifice personifies the brand by bringing the essential knowledge for the team to perform at its best in each field of activity.
Capturing the strategic moment of the brand and translating it into the visual is fundamental for the company because, allied to speech and practice, the rebranding comes to make official the new stage started this year. The purpose is to make the transition without losing the pioneering spirit of transporting different inputs by sea since 1963.
“Today we are in a new phase, able to offer even more complete logistics solutions. We have no limits to go ahead and take the clients’ business forward, always walking side by side” points out Gustavo Paschoa, Norsul’s New Business Director.
New services offered by Norsul with the repositioning
With operations in land modals, besides water transportation, Norsul brings among its new services the storage of cargo and special projects. From these new fronts, the company then takes care of all the stages of the circuit, from end to end.
“We have been organizing ourselves since 2020 to take this big step in the company’s history. It is necessary to reflecting in our image all the changes we have experienced in preparation for the expansion because we need to mark the turning of the key. So now we can present the new Norsul to the world,” concludes Baroncini.
