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 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.
In phase one, Bluestar’s approached us with a clear mission to:
- refresh their logo & global brand identity
- design & build a new cutting-edge and benchmark website
- rollout new marketing assets: stationary, corporate profile & signage
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:
- tell their story,
- showcase their services,
- create brand experiences that will last a lifetime, and
- support their next phase of growth.
The Rebranding Journey
The Rebranding Journey
WHY BLUESTAR CHOSE TO REBRAND
The global logistics and supply chain management sector is arguably one of the most competitive markets. 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. Bluestar’s new fresh visual identity communicates.
- earn trust,
- high value efficiency,
- innovative agility,
- sustainable performance, and
- scalable technology
THE VOODU MARKETING DISCOVERY & STRATEGY PROCESS
We kicked off the rebrand with a deep dive into:
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 co-develop a brand strategy that aligns every core element — from the logo to the tone of voice, with Bluestar’s of “Global Reach Local Touch” mantra.
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 foundational blacks, attention grabbing oranges and fluid blues, 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 corporate uniforms. The VooDu Marketing team completed the refresh, design, sourcing, delivery and installation of the following assets, which you can view here.
- Promotional Marketing Assets:
- Logo and Brand Guidelines
- Stationary
- Sales & marketing collateral (1. sales proposals doc, 2. corporate profile/brochure)
- Digital assets (social icons, social posts…)
- Signage (car/truck/van/office signage)
- Corporate Uniforms
- Corporate Merchandise (Christmas & branded gifts…)
- New Corporation Website
- Welcome and on hold office phone message
Website Redesign Strategy
Website Redesign Strategy
SETTING CLEAR GOALS
Bluestar’s new website needed to do more than just look good — it had to work hard and deliver on expectations. 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.
- Support Digital & 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
The Collaboration Process
TOGETHER WE ARE BETTER, 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
Client Feedback & Results
WHAT DID BLUESTAR GLOBAL LOGISTICS HAD TO SAY?
Early Results That Speak for Themselves
Early Results That Speak for Themselves
- +36% increase in website traffic within the first month.
- 22% drop-in bounce rate, showing stronger user engagement.
- 40% increase in session duration, with users exploring more.
- Increase in lead conversions, thanks to a smarter UX and CTAs.
These results reflect a successful blend of strategy, creativity, and execution.
What's Next For Bluestar Global Logistics
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
- Advanced SEO and AI optimisation
- New high value-based content
- Digital & Social Ad campaigns focused on making real human connections
- Future enhancements like client portals and AI driven live tracking and treatments.
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
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.
Is Your Brand Ready for a Transformation?
Is Your Brand Ready for a Transformation?
Whether you’re scaling your business, launching something new, or simply need a digital refresh, we’re here to help.
Let’s make your brand impossible to ignore.