Brand revitalisation for the regional logistics leader

6 March 2024

DCH Logistics celebrates business evolution at its revitalised brand identity launch event

A leader in Greater Bay Area transport, warehousing and distribution, DCH Logistics is a brand owned by Dah Chong Hong Holdings, and a division of CITIC – one of China’s biggest conglomerates. 

In recent years DCH Logistics has invested heavily in infrastructure and team. The business aims to provide customers with demonstrably superior services in the highly competitive regional logistics space.

Get set.

To support and advance its business strategy, DCH Logistics leaders launched a comprehensive branding initiative, supported by Hong Kong and Singapore branding specialists, Stepworks.

The project began with a research phase that involved the company’s key team members including middle and senior management.

Working with these key stakeholders produced valuable insights into how the business was perceived – and misperceived. It led to an understanding of how customer perceptions needed to be changed to support ongoing value creation from its business investment.


The DCH Logistics and Stepworks brand revitalisation team mapped out a strategy to reposition the brand. This required new messaging frameworks and redesigning the corporate identity. 

The DCH Logistics’ project leader came up with the positioning phrase Get set. Go! 隨需•隨動. A dynamic rallying cry, this idea formed the foundation of the revitalisation campaign, and encapsulates the energy, optimism and determination of DCH Logistics’ people. 

The new corporate identity included team uniforms, vehicle livery, presentation decks, commissioned photography and launch posters to support further development.



Textbook successful brand relaunch

The refreshed brand was launched at a grand event attended by DCH Logistics key customers, senior CITIC management, media and other stakeholders. At the event the C-Suite team emphasised the importance of a strong brand the entire workforce could get behind.

DCH Logistics loudly and clearly affirmed their commitment to a new era of business innovation and growth. The Stepworks team is proud to have once again supported the DCH team following their previous successful brand building collaboration on DCH Auriga, which helped propel the business from challenger brand to market leader.   


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