At VooDu Marketing, we believe that a brand’s digital and “real world” presence should be as bold and forward-thinking as the company behind it. That’s why we are thrilled to partner with Bluestar Global Logistics, a leader in supply chain and logistics solutions, on a global rebrand, website overhaul and new marketing program.
Bluestar Global Logistics started as a family business back in 1987. Over the years the business has built a reputation based on our commitment to loyalty, honesty, and integrity. Bluestar take pride in being 100% Australian owned, and their winning formula of providing Global Reach Local Touch is unparalleled in the industry.
Bluestar approached us with a clear mission:
- to refresh their logo and global brand identity
- design & implement a new customer experience-based
- design & build a cutting-edge website that sets the benchmark for excellence in global logistics.
With their expanding global reach and evolving customer expectations, Bluestar saw an opportunity to modernise their image and improve the way they connect with potential and long-standing clients online, and in the real world.
The result? A sleek, scalable brand system with a high-performance website designed to;
- tells their story,
- showcase their services,
- create brand experiences that will last a lifetime, and
- support their next phase of growth.
The Rebranding Journey
WHY BLUESTAR CHOSE TO REBRAND
In today’s fast-moving logistics landscape, standing still isn’t an option. Bluestar recognised that while their global operations were growing rapidly, their brand identity hadn’t kept pace. The previous positioning no longer reflected the innovation, sustainability, “Global Reach Local Touch” mantra that now defines the brand.
The global logistics and supply chain management sector is arguably one of the most competitive markets. Bluestar is well on its way to conquering space and now it’s time to let everybody know why they are different and how far they have come. Bluestar’s new fresh visual identity communicates;
- earn trust,
- high value efficiency,
- innovative agility,
- sustainable performance, and
- scalable technology
OUR DISCOVERY & STRATEGY PROCESS
Through discovery workshops, stakeholder interviews, and competitive analysis, we identified the key positioning themes that will drive the new identity: performance, reliability, innovation, and global reach.
We utilised the P.R.I.C.E modern marketing strategic framework to:
- Align Bluestar’s sales & marketing process with the buyer’s journey
- Blueprint a multichannel program that integrates digital and experiential marketing elements that are also aligned to the buyer’s journey
From these insights, we developed a brand strategy that aligned every element — from the logo to the tone of voice — with Bluestar’s mission to simplify complex logistics challenges.
THE NEW LOGO, VISUAL IDENTITY REFRESHED ASSETS
The new Bluestar logo is a modern evolution of their legacy mark. It’s clean, confident, and dynamic — symbolising connectivity, forward motion and sustained performance. The colour palette introduces deeper blues and crisp whites, evoking perpetual motional, reliability, and trust. Paired with stoic geometric typography, the new visual language communicates strength and clarity across all touchpoints.
In today’s modern world, it’s a must to define a brand system that scales across digital and physical assets. From the website and digital ads to fleet graphics, promotional marketing materials, collateral and uniforms.
VooDu Marketing team completed the refresh, design, sourcing, delivery and installation of the following assets:
- Promotional Marketing Materials
- Logo and Brand Guidelines
- Stationary
- Sales and marketing collateral 1. sales proposals docs 2. corporate profile/brochure
- Digital assets (Social icons, social posts…)
- Signage (car/truck/van/office signage)
- Corporate Uniforms
- Corporate Merchandise (Christmas and branded gifts…)
- New Corporate Website
- Welcome and on hold office phone message
Every day we pursue excellence by – delivering uncompromising customer satisfaction, investing in our people, valuing diversity in the workplace, and staying committed to protecting the environment for future generations.
Website Redesign Strategy
SETTING CLEAR GOALS
Bluestar’s new website needed to do more than just look good — it had to work hard. The goals were clear:
- Improve usability, accessibility and CX across all devices.
- Drive more inbound B2B inquiries from both local and international prospects.
- Showcase Bluestar’s innovation driven – logistics, supply-chain, 3PL, and freight services
- Headline Bluestar’s unique selling proposition with clarity and confidence.
- Real human connections – every day Bluestar pursues excellence by – delivering customer satisfaction, investing in its people, valuing diversity in the workplace, and protecting the environment for future generations.
UX & UI ENHANCEMENTS
We reimagined the site from the ground up with the UX (user experience at the centre:
- Simplified Navigation for fast access to key services.
- Mobile-First Design to serve users on the move.
- Visual Hierarchy that guides users through services and benefits without friction.
CONTENT THAT CONVERTS
We rewrote and restructured Bluestar’s site content to:
- Clearly communicate services and value.
- Use strategic calls-to-action to drive engagement.
- Speak directly to client and prospect needs with an approachable, professional tone.
SMART TECH & SCALABLE FUNCTIONALITY
The site runs on a flexible CMS, with:
- Lead generation forms tied to specific services.
- CRM and analytics integration for better decision-making.
- Fast performance and security built into every layer.
BUILT FOR VISIBILITY
We implemented a comprehensive SEO and analytics framework:
- Optimised service pages and meta data.
- Google Analytics 4 + conversion tracking.
- Event tagging for ongoing performance insights.
The Collaboration Process
BUILDING TOGETHER, EVERY STEP OF THE WAY
From the beginning, Bluestar’s team was engaged, insightful, and driven to create something remarkable. Our shared vision made for a highly collaborative process — less like a typical client-agency relationship, and more like a creative partnership. We worked through every stage of the process together:
- Discovery & Brand Strategy
- Creative Development
- Website Design & Build
- Launch & Optimisation
- Maintenance & Expansion
With open communication and regular feedback cycles, we stayed aligned to the vision, kept everything on schedule, and ensured every detail met Bluestar’s high standards.
Client Feedback & Results
WHAT'S NEXT FOR BLUESTAR GLOBAL LOGISTICS
This launch is just the beginning.
We’re continuing to support and expand with Bluestar Global Logistics. Some of the future and strategic initiative include:
- CRM & Marketing Automation expansion
- Choose your own journey Lead & Customer experiences
- Ongoing SEO and optimisation
- High value-based content
- Digital & Social Ad campaigns real human connections
- Future enhancements like client portals and NextGen live tracking
As Bluestar’s Global operations evolve, their digital and customer experience ecosystem will evolve with it — and VooDu Marketing will be there every step of the way.
Conclusion
Bluestar Global Logistics now has a modern brand identity and website that reflect who they truly are: global, reliable, performance-based, technology leader and forward-thinking. We’re proud to have played a role in helping them turn the page and write their next chapter with clarity and confidence.