ClimaTrek by Rite-Hite
The Ask:
Rite-Hite is an extremely well-respected brand that manufactures loading dock equipment, industrial doors, safety barriers, industrial fans and other in-plant products. With their goal of providing solutions beyond the ordinary, and their expert knowledge of transport and dock safety -- they decided to create an entirely new product line: premium bulkheads. What is a bulkhead? It's a light, flexible panel that is designed to keep products at optimum temperatures during transportation (so your strawberries don't freeze and your ice cream doesn't melt). With this in mind, we set out to craft a brand that would work hard to increase awareness of Rite-Hite as a supplier of premium bulkheads.
The Goal:
Build comprehensive brand identity and positioning materials for brand new bulkhead line -- crafting an original name, logo, and brand messaging that would resonate with its target audiences and set this sub-brand apart from competitors in the bulkhead industry.
The Strategic Process and Insights:
We designed and executed an iterative process of customer and stakeholder interviews, a robust competitive audit and SWOTT analysis, internal workshop and a comprehensive brand brief. Through this deep research we learned that this product line prevents and protects both products and people -- by working to decrease product waste with food spoiled in transport, as well as protecting people from hurting themselves with their custom lightweight, easy-to-move panels. With this strategy in mind, we named this product line ClimaTrek -- as it is committed to keeping a product's climate at its optimal temperature through it's entire journey -- from farm to plant to store.
The Results:
Despite resourcing challenges during the pandemic, Rite-Hite worked hard to get this new ClimaTrek line produced and operating effectively in trailers throughout the entire United States. With a a soft-website launch, ClimaTrek is steadily moving forward and honoring Rite-Hite's underlying mission: to improve industrial safety, security and productivity worldwide though quality and innovation.
Head to climatrek.ritehite.com for more information on how Rite-Hite is helping to keep goods secure and fresh during their entire transport journey.