Visku

Unlocking the power
of supply chains.

Trailing car lights over bridge

Deliverables:

  • Brand strategy
  • Brand architecture
  • Brand identity
  • Website
  • Campaigns

Visku is the result of merging Bis Henderson’s Supply Chain Consultancy and Warehousing divisions, created to clarify the brand’s position in the market. The rebrand unifies services under a cohesive identity, positioning Visku as an innovative leader in supply chain and logistics solutions.

Visku-Logo

Ambition

Starting in 2008 as Bis Henderson, a logistics recruitment company, they expanded by acquiring a warehousing solutions company, matching businesses with surplus warehouse space across the UK and Europe. In 2017, they added a logistics consultancy, consolidating all services under ‘The Bis Henderson Group’.

Despite this growth, the brand’s evolution led to market confusion. Having initially built a reputation as a specialist recruiter, Bis Henderson struggled to gain recognition for its consulting and warehousing services. This diluted market perception and made it unclear whether the brand was a recruitment agency or a logistics provider. They needed a robust brand strategy to determine how to bring clarity from confusion.

Visku key message
Visku ad with

Strategic direction

It was clear that the business had outgrown the brand, and that it was the right moment to evolve.

Our customer and market research uncovered the confusion; the recruitment arm was overshadowing the warehousing and consultancy services, diluting the brand’s overall impact. As a result, the strategic decision was made to separate the logistics services and unify them under a new brand. The newly integrated Warehousing and Supply Chain Consultancy divisions came together as: Visku.

Insights from the research informed our brand strategy workshops, which played a key role in shaping the brand positioning, product proposition, vision, values, and purpose for the merged divisions. Defining a clear proposition was essential to ensure a successful market launch and to seize the opportunity.

The resulting brand positioning concept, ‘Supply Chain Reimagined,’ reflects Visku’s innovative approach. This strategy provided a cohesive vision for the newly merged business units and a strong, unified message for the market launch.

Visku’s consultancy services are designed to bring greater efficiency and transparency to stock control and logistics operations, while its warehousing services expertly manage product stock, or SKUs, as known in the industry. The name Visku, derived from “visibility” and “SKU,” perfectly encapsulates the brand’s mission to bring transparency and control to the supply chain.

Visku billboard

The breakthrough idea

To visually represent Visku’s dynamic and adaptable nature, we developed an animated brand logo mark with fluid, evolving elements. The identity serves as a metaphor for the flexibility inherent in Visku’s approach and communicates the interconnected points of a global supply chain.

A key element of the visual identity is the use of dots, symbolising not only the connected points of a supply chain, but also the flow of data. A representation of the idea ‘informed by data’ – the innovative systems deployed by Visku to help customers manage their supply chain and stock resources.

The bold colour palette and confident brand language were intentionally crafted to convey Visku’s extensive expertise, built on decades of industry experience. These elements work together to reinforce the brand’s authority and forward-thinking solutions in the logistics sector.

Visku Photography styles
Visku signage

Visku’s brand programme was intricate – bringing together a business reorganisation and a complex proposition with multiple target audiences. Studio North was able to provide cut-through, bringing a clarity of thought and strategic direction alongside impactful creative that has proven to engage both employees and external decisionmakers. In partnership with them, we were able to deliver a full programme of brand transformation activities that has moved the organisation into a new, exciting phase of development and growth.


Debbie Britton – CMO, Visku