GLS: Comprehensive strategic support, year after year
Before GLS, there was Dicom, a courier company founded in 1968. Over the decades, the company has grown, offering parcel and freight delivery services to corporate customers as well as the general public. In 2018, following its acquisition by General Logistics Systems B.V., Dicom turned a new page in its history to become GLS, a global group with fleets across North America and Europe transporting hundreds of millions of packages.
Cyclone Design Communications began working with Dicom in 2016, taking on a wide range of projects: from overall strategy to specific campaigns, from print tools to digital presence... Since the beginning of this collaboration, CDC has contributed to no less than three rebranding operations: during Dicom's time, following the acquisition by GLS and then during the launch of a new brand image in 2021.
A complete redesign of the brand
In 2021, GLS began a brand overhaul with the aim of revamping its image while emphasising the human nature of the international group. As part of this global rebranding, CDC was asked to support and guide the company in its strategy to establish itself at a more local level.
As GLS is a large international group, it was indeed necessary to adapt the brand image to the specific North American context. CDC undertook the entire rebranding process, from fleet graphics to web promotion, including media placement, urban display and the development of new concepts.
A brand awareness web campaign was created specifically for the Canadian market in 2022. The concept, which imagines the countless human stories behind the packages, stands out for its creative potential, its effectiveness in highlighting the visual identity and its adaptability to the target audience.
+ Strategic support
+ Coordination
+ Writing and editorial advice
+ Art direction and graphic design
+ Integration and programming
+ Digital media placement
Efficient recruitment, in the warehouse, on the road or in the office
As in many companies, recruitment has become a major focus at GLS. That's why CDC has developed a comprehensive strategy to connect the company with potential candidates, again tailored to the Canadian context, through three distinct hiring streams: warehouse positions, driver jobs and office roles. The creation of a bilingual "Careers" site dedicated entirely to recruitment was placed at the forefront of the campaign, and the design of a streamlined recruitment form greatly simplified the hiring process.
CDC's various recruitment campaigns are based on a straightforward, fun and friendly design that focuses on readability and effectiveness. CDC also provided art direction and organisation of photo and video shoots as well as the design of radio spots to reach the largest number of people with original and attractive content.
+ Editorial advice and writing
+ Art direction and graphic design
+ Digital and radio media placement
+ Scripting, shooting and editing of promotional videos
+ Scripting, recording and editing of radio spots
+ Coordination and strategic advice
Marketing and communication materials
The implementation of the GLS brand image is part of a long-term collaboration. In fact, CDC supports the North American marketing department on a daily basis in the consistency of the company's communication strategy and designs all the necessary media: communication tools, kiosks, calendars, promotional objects, vehicle graphics, video editing as well as the creation of visuals and content for social networks.
+ Strategic support
+ Art direction and graphic design
+ Integration and programming
+ Photomontages and illustrations
+ Direction and organisation of photo and video shoots
+ Coordination and writing
