BACKGROUND

Founded in the 1970s as Midnight Express, MNX began as a reliable partner to the film industry for time-sensitive deliveries. Over the years, MNX expanded its logistics capabilities by acquiring multiple brands, extending its services to the Life Sciences, Aerospace, High Tech, and Finance industries. The company’s expertise in handling critical, time- and temperature-sensitive shipments has made it a trusted partner for Fortune 500 companies with specialized logistics needs. As MNX continued to grow, it aimed to streamline its offerings and position itself as an attractive acquisition for an equity partner.

CHALLENGE

With a broad range of services and a global network of owned, operated, and partner brands, MNX faced difficulties in communicating its specialized expertise to diverse customer segments. The fragmented marketing approach, driven by varied brand identities and inconsistent messaging, made it challenging to build cohesive brand awareness—particularly at the “last mile,” a crucial point in customer deliveries. To foster internal alignment and attract potential investors, MNX needed a brand that would unify its complex portfolio and resonate across its internal teams, network partners, and customer touchpoints.

SOLUTION

We created a unified brand identity that reflected the deep logistics expertise and confidence MNX brings to every delivery. The rebrand streamlined MNX’s diverse portfolio into a cohesive identity that could scale across all touchpoints, from shipping labels to warehouse signage. A new corporate website and updated marketing collateral were developed to clearly communicate MNX’s specialized capabilities, while the brand also influenced the design of customer-facing apps and portals. This strategy positioned MNX as the leader in critical logistics, showcasing its ability to deliver creative solutions under any conditions to ensure timely, precise deliveries worldwide.