Cargosight: forces combined in one brand

After the positioning, branding, and website we developed for the Boris app, Aspect ICT asked us to contribute ideas for the rebranding of iBarge and Cargos: a mobile app for inland shipping captains and back office software for charterers.

The result? Two separate applications under one roof: with a new look, new website, and the new brand name: Cargosight.

Industry-focused initiative

Damian van der Linden, Marketing & Communication Advisor at Aspect ICT, was involved in this project from the very beginning. “About five years ago, we took over the iBarge app from a chartering office and further developed it. The app simplified communication between charterers and inland shipping captains and was used by various chartering offices. They want to strategically use digitalization and data as directors in the logistics chain.”

Optimization of communication

“The Cargos platform was a platform that brought together all relevant information and documents for charterers in one place,” Damian continues. “It was aimed at optimizing communication in inland shipping, with the goal of more overview, control, and efficiency.”

iBarge + cargos = Cargosight

Based on intensive consultation, we at MM proposed to bring both systems together under the same name. In our view, this makes the product stronger and prevents confusion. From now on, two target groups are served, who need each other. Evert guided this project from MM: “We visited the location, gained insight into the applications, and got to work.” The result was the name: ‘Cargosight’. A brand name that fits the international ambitions and the added value that the applications deliver together.

Widely applicable

We also created the design for the logo, the corporate identity, and developed the website. Damian: “The website clearly tells the story and fits well with the target audience.” Cargosight is a fitting brand name, widely applicable and available. Evert: “In the logo design, you can see a nod to the radar. It has become a modern brand mark in a traditional industry. With this, we visualize the ambition of Cargosight!”

Creativity and brand strategy

The contact with the Aspect ICT team was direct and pleasant. “Short lines of communication,” Damian describes. “The added value of MM is their creativity and brand strategy. And their working method and regional mentality fit well with us. But we already knew that from previous collaborations.” He continues: “The collaboration feels familiar and goes beyond just ‘delivering’. They ask questions and dare to be critical.”

End result and presentation

In the meantime, the Cargosight website has been successfully launched during the Maritime Industry trade fair in Gorinchem. Damian: “We have already received many positive reactions from existing customers and from new, interested parties. Some projects have even already started; the first signs are very positive!”

Curious how we can add a new dimension to your branding as well? Take a look at our website.

cargosight.nl       Branding?