Northwind Logistics: Repositioning

Moving from commodity freight to premium cold-chain partner.

Challenge: Known primarily as a low-cost freight provider, Northwind Logistics was missing out on lucrative opportunities in specialized cold-chain shipping for high-value perishables.

Approach: We conducted in-depth market research, identifying under-served, high-margin routes that aligned with their operational strengths. This insight informed a complete repositioning strategy that shifted the conversation from price to risk reduction and uptime assurance.

We co-created a partner playbook with sales and operations teams, detailing service standards, escalation procedures, and case studies. Visual sales tools and pitch decks highlighted real-world savings and reduced spoilage rates.

Result: The repositioning cut enterprise evaluation cycles in half and opened doors to long-term contracts with national grocers and pharmaceutical companies.