Fulfil with Synergy.
Rebrand
Background
Fulfil with Synergy, previously known as Synergy Retail Support, are a third-party logistics (3PL) partner, with over 40 years of experience in multi-channel fulfilment. Offering far more than warehousing, picking and packing. Their services span bonded warehousing, smart automation, quality control, and access to a trusted network of experts across customs, VAT, inventory planning and more.
Synergy invited us in to enter a pitch for a rebrand project, having already agreed on the new name, ‘Fulfil with Synergy’. We’d been working together for six years when we were invited in, we had a solid understanding of the business, the people, the culture and ambition.
And, of course, we jumped at the chance to help deliver a vision everyone could be proud of.
We spent time hosting candid conversations with Gary Rees, Founder and CEO, and Sandy Lucas, Chief Transformation Officer, about the journey so far, the investments being made, and what they expected this next phase to deliver. Those conversations were straightforward, honest and grounded in reality, and they set the tone for everything that followed.
Objectives
The aim seemed simple. To clearly articulate what the business had become and give it a brand that could confidently support its future. This visual overhaul was about evolving Synergy Retail Support into Fulfil with Synergy in a way that felt natural, considered and true to the people behind it.
Challenges
Fulfil with Synergy is a complex, fast-moving operation. Multi-channel fulfilment, bonded warehousing, fulfilment automation, quality control and specialist expertise all sit side by side. All powered by an experienced team that really care about what they do, how they do it and how it reflects on the brands they support.
The challenge was translating that reality into a brand that felt clear, human and engaging without oversimplifying what the business actually does or resorting to a long list of services. It had to be a brand that genuinely reflects the people, culture and operation day in, day out.
Solution
Alongside those early conversations, we ran a remote workshop to gather input and perspectives. We spent a time onsite, questioning, discussing and learning how departments interacted, and seeing first-hand how people, systems and automation worked together.
That insight fed into a clear brand platform, including mission, vision and values statements that are grounded and authentic. We explored a number of creative directions. Robust, modern routes that were openly discussed, constructively challenged and refined together.
One route stood out; A hand-written signature sign-off.
It captured the pride, care and ownership the team brings to work every day. The idea that Fulfil with Synergy doesn’t just fulfil orders, it signs them off with intent, confidence and pride, treating each client brand as if it were their own. This thinking shaped everything that followed, from the brand mark and typography through to tone of voice, signage, livery, photography and film.
To bring the brand to life, we worked again with long-standing collaborator Mark Lloyd on photography and film. We’ve partnered with Mark on projects around the world, and his experience working in fast-paced, high-pressure environments made him a natural fit.
Mark is a world-renowned sports, sailing and commercial photographer, with experience spanning the Olympics, the America’s Cup, Route du Rhum and global campaigns for brands including Hugo Boss, Team Artemis, Land Rover, Oman Sail and Sir Ben Ainslie.
Using drones, we captured footage inside the warehouse to create scale and film movement you simply can’t see from ground level, and mounted GoPros directly onto the automation robots to show the process from the inside out. The result was honest, unstaged footage of people and automation working together as they do every single day.
Alongside this we captured footage for a candid launch video of Gary explaining the extent and results of the rebrand to prospective and existing clients, internal and external stakeholders. This got across the enthusiasm Gary and Fulfil with Synergy have for what they deliver for their clients, and underpins why they’re so respected within the 3PL community.
Outcome
Synergy Retail Support transformed, boldly into Fulfil with Synergy with a clearer, more confident, and reflective brand of the people, culture, pride and day-to-day operations and ambitions of Gary and the team.