Advantage Solutions, a major provider of sales and omnichannel marketing solutions to consumer goods manufacturers and retailers nationwide, has unveiled a new brand identity created in collaboration with brand agency CBX. Designed to reflect its transition to a unified retail solutions company positioned at the center of brands, retailers, and shoppers, the identity affirms its status as an industry leader when it comes to shaping the way people shop, wherever they shop. The rebranding marks a significant milestone in Advantage’s multi-year transformation — defining the power of uniting the company’s agencies under one cohesive brand rather than the 26 distinct brands under which it had been operating.
“Designed to feel like a consumer brand, we sought to create a brand voice that conveys how Advantage Solutions places their relationships at the center of everything they do,” said Trinity Ruggio, Senior Client Director at CBX. “Modern, dynamic and warm, the concept of ‘One Advantage’ emphasizes the company’s role as a provider of comprehensive, interconnected solutions that influence the way people shop.”
Advantage Solutions tasked CBX with supporting their transition to becoming a singular, unified organization by translating the value adds to clients, of course, but also to its employees, while further communicating that advantage in a way that sets the company apart from the pack.
One key aspect of the company’s unification efforts was the work they were doing internally. While the goal was to build one Advantage, many employees didn’t see themselves as one team. One of CBX’s tasks was to develop an employee value proposition and bring that to life across key touch points. Their “Shape your Advantage” was developed to reflect the people-first culture they were building at Advantage.
Working alongside partners at digital marketing agency DX, the CBX team built a unified, impactful online presence, designing and developing a new website, along with a blog and social media strategy. As part of this effort, CBX helped shutter most of the company’s individual brand websites and social accounts, migrating content to the new primary site. The team also developed and produced assets, templates and toolkits that helped them reimagine how they showed up across touch points such as sales meetings, trade shows, social media and even their intranet.
“While our work is most often directly seen by us or industry insiders, it’s felt by nearly everyone. That’s such an amazing — and essential — role to play,” says Hammersmith. “We are always evolving to meet and anticipate the changing needs of shoppers and the industry. And for the first time in our 37-year history, our new brand and unified story reflect that.”
