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A comprehensive rebranding to reach a new vision


After completing a series of acquisitions over the past few years, A&R Logistics’s vision changed to become the leading supply chain services provider for the top chemical companies. Edelman Delta assisted company leaders in developing the new brand to meet this larger vision.


A&R Logistics was well positioned in a niche space; the physical transport of dry petroleum chemicals – the source material for America’s plastics industry.

Originally named for its founding couple (Albert and Rita) the company had outgrown its name as well as its narrow market focus.

Fuelled by PE funding and aggressive acquisition, the company had expanded into a suite of brands, encompassing a broader range of supply chain services and expanding into the liquid chemical space.

It was time to tell a much different story for this collection of brands


Our work began with a thorough brand discovery phase, which highlighted the challenges and imperatives for the new brand. With insights from internal stakeholders, financial owners and customers, and a collaborative and innovative process, we defined the new direction for the brand and developed a new name and identity for the business.

From brand development to implementation, we helped communicating Quantix complex structure to the market through a simple, single brand architecture approach aligned with six clear customer offerings and underpinned by a common set of values. This was supported by an identity transition process and guidelines that supported a quick brand transition across organizations.


A&R Logistics officially became Quantix in September 2021, achieving 1.3 million media impressions on launch day alone. The company continues to exceed their business plan, and has made additional acquisitions since launch – incorporating every entity into the Quantix family.

“One of the most important take-aways from this entire process is: We picked the right partner in Edelman Delta”

Mark Holden, Chairman of the Board, Quantix


media impressions

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