Cardlink - Simplifying a complex story
Card link is New Zealand's biggest purchaser of fuel, which is then distributed through its fleet servicing systems.

The company itself was one of New Zealand’s unsung success stories but due to a fragmented brand structure, it failed to ‘know itself’giving rise to internal confusion and external lack of understanding.

The Dept. were called in to review the marketing and brand strategy.

We investigated and devised a refined identity structure, developed a complete brand review and implemented a ‘change’ program.

This strategic repositioning exercise significantly improved the companies performance and enhanced its position in the market.

After the rebrand and position strategy was completed, and primarily due to higher visibility and ease of integration, the company was purchased by an American multi-national looking to expand into the Australasian markets.