Logistics Performance, Freight Excellence, and Fútbol
For decades, Fracht Group has maintained a relatively low public profile, with a sterling reputation among customers and competitors, and a track record of efficiency and integrity within the world of global freight. But when they became a main sponsor of the Inter Miami CF MLS franchise — just as Lionel Messi joined the side — they needed to prepare for a surge in visibility.
With the Fracht Group logo about to adorn the jersey sleeve of the world’s best, most popular, and most recognizable soccer player, we knew the curiosity would come: “What’s Fracht Group?” There needed to be a place to ask, with an answer in place: visually consistent, properly positioned, and sponsorship-aligned. And the game clock was ticking.
The first play was core identity. The Fracht Group logo and graphic standards had evolved over decades in business, and the company had grown to comprise operations in 70+ countries, with an increasingly broad array of services and multiple active websites. Working at speed, we defined a single, consistent set of brand and logo standards; a versatile set of graphic elements; and a unified color palette.
When we learned of the Inter Miami CF sponsorship investment, we were already at work on a new Fracht Group website. When it got Messi, the stakes, the timeline, and the priorities shifted overnight. But we were ready to accelerate — shifting teams internally to add creative muscle to the engagement; standing up a dedicated PMO to maintain engagement across Fracht Group and Inter Miami CF stakeholders; and enabling near-real-time feedback, revisions, testing, and launch. All it took was fancy footwork, team commitment, and on-target delivery.
Adcetera’s website design and marketing support proved invaluable for Fracht Group. Their dedication and talent transformed our vision into a visually stunning global website. They refined and solidified our brand identity, offering critical marketing expertise and commitment. Impressive results, ongoing dedication — truly appreciated.
Adrienne Haitz, VP of Sales and Marketing, and
Virginia McWilliams, Inside Sales Manager