Auctane
Background
Auctane, parent company of Stamps.com and ShipStation, had quietly built and acquired a robust portfolio of shipping and mailing companies. In 2022, the company was acquired by Thoma Bravo, and it was clear to the new ownership that the accumulation of brands had become a problem. The portfolio contained numerous overlaps that was causing confusion among consumers, employees, and the market, not to mention creating inefficient marketing and product investment. Above all, the absence of a clear portfolio value story led to uncertainty around the future vision for the company.
​
Challenge
Auctane's leadership needed to make a compelling business case for refining the portfolio with an intentional ecosystem of brands and an overall platform story. This would solidify the value of Auctane's portfolio for customers and deliver the return their investors were expecting.
​
Work
An immersive brand discovery process gathered inputs and achieved the alignment necessary to reimagine the brand portfolio around customer needs. The streamlined portfolio corresponded with a new brand strategy that positioned Auctane as a Global Delivery Experience company, complete with a new identity for the parent brand and key portfolio brands—Stamps.com and ShipStation. Each brand now benefits from a distinct-but-connected story that clearly communicates how the brand and product address their specific customer segment's needs.
​
The new portfolio and vision was socialized internally through the creation of a change management process and branded materials. Finally, a thoughtful launch strategy and rollout plan ensured each brand had its moment to shine.
Shipping and Logistics Technology
POSITIONING | PORTFOLIO STRATEGY | BRAND CREATION & LAUNCH | CHANGE MANAGEMENT
.png)
PORTFOLIO STRATEGY
Creating order from growth
A series of acquisitions and innovations created a portfolio that dominated the shipping & logistics market but cannabilized customers and dollars. A months-long discovery process, complete with broad quantitative and deep qualitative research, led to a new portfolio strategy organized around core customer needs and optimized for the strongest performing brands.
NEW LOGO
NEW TAGLINE
From: here.
To: anywhere.
BRAND PURPOSE
Create delivery experiences that move the world
BRAND POSITIONING
At Auctane, we create delivery experiences that move the world. Ship and mail with ease, expand fulfillment as your business grows, or create enterprise-scale shipping solutions with our brands. No matter where you are, or where you’re going, our powerful software and solutions will connect you to a world of opportunity.
Reimagining Stamps.com
BRAND PURPOSE
Be the delightful way to deliver.
BRAND POSITIONING
At Stamps.com, mailing & shipping is seriously simple—just how it should be. We’re your one stop for on-demand postage that makes sending a breeze, from the second you create your account to the moment your envelopes and packages reach their destination.
Keep it easy with Stamps.com:
The Simple Way to Send.
Redesigning ShipStation
BRAND PURPOSE
Create delivery
experiences that fuel merchant growth.
BRAND POSITIONING
On your path to growth, the right tools and guidance empower you to overcome barriers and focus on what you do best—growing your business. At ShipStation, we bring a passion for shipping and fulfillment to businesses of all sizes, from ecommerce startups to global enterprises. We help you navigate each twist and turn, so you can scale up your delivery services, create integrated warehouse networks and build customer loyalty with every shipment.
Elevate your delivery experience and grow your business, with ShipStation.
