A plastic packager needed to reinvent itself to focus on how its logistics expertise keeps clients’ business moving.

For decades, the leaders at United Companies had believed that they were in the business of packaging and delivering resin pellets. But with plastic plant efficiencies improving, the old business model no longer applied. Pennebaker’s task was to reimagine United's business strategy for today’s changing industry.

During our Strategic Guardrails session, it became clear that United had relegated itself to a commodities category. Our recommendation was to expand the organization’s value: present a more consultative offering focused on in-plant and off-site logistics.

The new brand focus? The uninterrupted, organized, and on-time flow of things, which greatly expands the company’s role and importance. This became the framework for the Plantgistix rebrand and future marketing communications.