The Call
Products shape the way we live—they’re in our hands, hearts, and homes. But what about the brand that’s responsible for bringing those products straight to you?
Advantage Solutions is a $4 billion retail professional services company with over 100,000 retail clients across North America. With more than 70,000 employees and a 95% retention rate among top clients, they’re a powerhouse in the retail world shaping the way we all shop.
After growing steadily through acquisitions, they came to CBX with a brilliant opportunity: how do they transform into a brand that feels and acts like the leader they are? While their portfolio of twenty-six companies touched every part of the retail ecosystem, they all operated and presented themselves independently without a unified vision. This led to a fragmented experience for clients, partners, employees, and their greater community.
Our goal? To create a singular and seamlessly integrated brand with a competitive strategy, creative, and communication plan. And to do that, we took inspo from the people behind the powerhouse.
What we did
Brand Strategy
Brand Architecture
Migration Planning
Verbal Identity
Visual Identity
Launch Campaign
Office Design
Website
Social Media
Marketing Assets
Employer Branding
The Work
The old Advantage Solutions brand felt a little cold and geometric—totally the opposite of the passionate leaders and employees we interacted with. Our brand idea was simple, but sticky: One Advantage. Because when you work with Advantage Solutions, they’re at the center of it all. The comprehensive suite of what they offer for brands, retailers and shoppers is completely unrivaled.
One Advantage repositioned the brand to be the go-to resource sitting at the intersection of retail, technology, and commerce. The new design feels modern, warm and confident—purposely designed to feel like the consumer brands we typically work with. We also developed a custom typeface for even more personality, plus a full brand toolkit with new assets and templates.
And because of how dynamic One Advantage is, we were easily able to connect to multiple audiences and needs in a way that felt utterly human. Through our research, we knew that most clients didn’t understand all that Advantage Solutions could do. We helped them reorganize their service offerings, tailor their messaging, create new sales materials, and even wrote them a new tagline that’s well-loved. We also redesigned their website and defined their social and blog strategies with DX, our digital sister agency.
Most importantly, back to the people. The idea of One Advantage also worked not only externally, but internally. It unified their culture and story, while making the way for our EVP, Shape Your Advantage. This helped us keep all of the nuance of the acquired brands while empowering employees and electrifying morale. All of that topped off with a thoughtful launch plan that included a teaser campaign, employee engagement moments, an easy-to-use microsite, and some seriously fun swag.
Because really, Advantage Solutions has always been about much more than products—but a whole ecosystem of what can be accomplished when you work together.
The Impact
- A crystal clear competitive edge that’s built to last
- A strong value story for their clients, strengthening relationships and increasing revenue
- A more collective culture that helped Advantage Solutions retain their position as a top employer
- A more consistent and memorable brand presence in the marketplace
