Alexander Group is a large family owned transport company established in 1971.

Competitors are mostly global, and regularly leverage their scale to win contracts. Alexander Group’s advantages were innovation, partnership and service but scaling up was quickly becoming a high priority.

In late 2018, Tricky was appointed to help Alexander Group shift gears from a great family cartage business to a strong New Zealand transportation brand. We were challenged to substantially update the messaging and identity, reflect diversity and retain the heart and soul of this mightily loved kiwi company.

Another challenge included the massive cultural differences that existed between the three company depots; united behaviour is a huge contributor to a Tricky brand.

To commence this project, we took an innovative approach with the research then development of a written history for the business.This created a powerful platform for us to redevelop all communications.

Building on the distinctive yellow of the original brand and on road marking lines, Tricky contemporised the design identity to reflect a more meaningful, human centric approach for the business. Evocative new photography was created by our own Luke Morreau.

We captured their unparalleled deep market knowledge with the creation of ‘The Alexander Advantage’, a positive sales message for both customers and staff. The Alexander Advantage was quickly adopted by strategic partners Deloitte as a lens through which to view future planning decisions.