Naming a logistical backbone
Name/brand the logistical backbone of Advanced Marketing Solutions — a 700 million dollar provider of customized wholesaling services to major book retailers.
With over 1600 employees worldwide, AMS ships over 100 million books around the globe each year. It takes quite a bit of technical know how to accomplish that feat, and so they decided to market this service on a broader scale. To do that they needed a name that would reflect the speed, accuracy and agility of their proprietary system.
One of the best ways to convey multiple attributes simultaneously is to find a good metaphor. It turns out that one of the fastest fish in the seas is the blue tuna. The “blue” was a hit, but the tuna wasn’t working, so the thinkers at Tungsten came up with Bluefin… the largest tuna around (and with a much cooler sounding name.) The logo designer incorporated three blue “fins” to give it a sleek, sophisticated look. The new name and graphics now conveyed the size, strength and responsiveness the client wanted. You might say they were completely “hooked.” The Production Director added the catchy three word tag line “Efficient by Design” and now BlueFin is moving full speed ahead.
"Working with you on our 3PL division branding was an incredible experience. It was educational, thought provoking, creative and fun. Importantly, your insights into how to define the division helped us focus and align our internal vision. It was a great process for our team and the end result has been very well received both internally and by our clients."
Marketing Production Director, BlueFin