Fort Knox was an established storage business in Queensland, started by the Davidson family and still proudly owned by a number of Queensland families. With personal customer service, a family culture and an increasing number of sites, the business was heading for their next phase of growth.
However, they faced governance issues with the name ‘Fort Knox’. This led the Board and shareholders to engage DAIS in creating a new brand that would connect to their legacy, but one that they could own and protect. The new brand needed to capture their history and business culture, connect with their market and engage their team to improve their employer value proposition. These strategic objectives of this project were crucial to achieving their goals of strengthening their market position and reaching their growth targets.
Through our proven brand methodology, DAIS facilitated stakeholder workshops, brand audit and research interviews with both staff and customers to benchmark Fort Knox’s current positioning and identify what makes them different. It was clear their family culture and personal approach was a top-down philosophy that resonated with shareholders, customers and employees alike, and was a key differentiator in the market. The Board and Executive team needed to capture their difference in a fit-for-purpose, bold and modern brand.
“What was most impressive was their ability to engage with us on a level that defied the short time we had known each other. A true sense of team was developed from the very first meeting. We felt our brand was in very expert and safe hands.”
As a retail brand it was important for the new name to be sharp, easy to understand and memorable as an evolution from Fort Knox. The new brand ‘Loxon’ has a similar phonetic signature to their previous name while communicating security and peace of mind to customers that their storage is safe once the lock is on. When the lock is on, it’s safe with us. Combined with the brand promise (or positioning statement) ‘leave it with us’, a bold brand with a personal touch was created.
In the storage industry, compared to both big players and mid to small tier businesses, green was their signature colour. So, to keep and protect the equity of their identity while reinvigorating their culture and look, the brand strategy introduced a fresh and vibrant green palette and repositioned them under the new name Loxon.
To successfully transition any brand, you need to engage the people within the business and bring them on the journey. Our in-depth brand strategy met the business objectives, delivered a bold and ownable brand and connected with the team’s personal approach to customer service. Next, the new brand needed to be activated throughout the business. Implementing the brand involved a launch to market strategy and supporting the delivery across corporate collateral, team resources and launch materials. This included presenting the new brand and facilitating activities to engage their people, from the boardroom to the warehouse floor, in a way that would inspire and engage everyone in Loxon’s future.
"Inspire and engage everyone in Loxon's future."
The project delivered a stronger market presence, clarified brand positioning, and an unapologetically confident and sophisticated brand identity that is now a valuable asset for the business. Loxon Storage now know who they are being for their team, customers, shareholders and wider market and have the brand strategy to drive their business towards the next phase of growth.
Loxon’s signature green and memorable brand identity has now been proudly rolled out across 23+ locations throughout Queensland.
