Celtic Couriers proposal
looking for new direction and fresh copy, I offered this long established / now expanding logistics brand 3 options
#1 “almost anything”
It occurred to me that logistic companies must constantly get asked the same questions. Improving the web site and User Experience to avail customers’ enquiries was on the cards but down the line, and I wanted to play with the silliness of questions we ask.
I wrote a rough copy idea and went into Adobe character animator to play around. Borrowing from their range of strange character templates, I realised that each would have their own peculiar customer requests. Combine the thought that companies make promises that they legally must keep and occassionally get called out on, the resulting copy is as honest and down to earth as it gets
#2 “We’ve got your back”
The Celts were a fierce warrior breed and Welsh companies are historically proud of their Welshness. Playing with the notion that a company called Celtic..anything would be run by warriors amused me. I dipped once again into the Adobe archives (no hiding that fact) to borrow some footage for the proposal. There are plenty of battle scenes under ‘celts’, as to whether they are actually Celtish is not important, just the taste of magnifence was all that mattered for this sketch.
The copy answers the question “who can I trust?”, with so many companies vying for a market share, I wanted to differentiate the brand with a visually -and literally- striking statement. I combined the idea of battling to get things done with the freedom of the open road, not unlike car advertising, where movement is freedom and nothing else seems to matter.
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Trying to get a parcel there on time might often feel like an uphill battle, or running underwater. Perhaps you can’t see the wood for the trees……At Celtic Couriers, we’re here to fight that battle for you. We hit your targets time and time again……Come hell or High water……..Celtic couriers, we’ve got your back!
#3 “All This & More”
Researching the companies existing social media, it struck me that they take pride of place in the communities where they are based. Long established at several depots across Wales and with moves into England they actively promote their teams and the individuals within them. Indeed, the parent company sponsors footbal and rugby clubs and branding is paraded on thousands of trucks, vans, cars and sports kits.
Playing with the large ‘C‘ which dominates their logo, I discuss the idea of positive word meanings such as ‘Caring’, ‘Considerate’ etc. This final propsal aimed to be a bit less costly and would perhaps run on social media outlets. Imagery is borrowed (mostly) from their own social sources, and editing in FCP I plugged in some contemporary wipes to make a slideshow with pace.