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THE NEW YORK SHIPPING EXCHANGE BRANDING & WEBSITE

I used an outside-in approach to help NYSHEX develop website content that appealed to the needs and concerns of three distinct audiences for the exchange: carriers, shippers and 3PLs. In addition to getting to know the markets and what motivates them, I dove deep into understanding the exchange and how it works.

I also employed an inside-out approach while aiding the team in developing brand messaging for NYSHEX. I believe the best brands reflect the people behind them, so I interviewed the team extensively in order to help them develop a brand voice that was both authentic and differentiating.

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