With headquarters in Hong Kong and offices in Asia, Europe and the US, Royale International courier important and time-critical packages around the world. The business has grown over 25 years on three simple values: taking every job personally, no challenge too difficult, making it happen. And as the business continues to grow and evolve, it’s important those values that have been key to past success are retained.

The challenge

Define and shape the Royale International story in a way that differentiates and positions it as a viable competitor in the logistics industry and as an employer of choice. We were asked to shape and develop their story in a way that would inspire colleagues, persuade clients and help to fulfil the growth strategy.

What we did

Royale International’s story needed to serve two purposes: to engage all colleagues in the future growth strategy, and to communicate the differentiating value the business delivers to customers.

Helping colleagues to realise how crucial a role they play and understand the values behind the business’s success so far, would see them feel proud to be part of it and the quality of their work soar. In turn, customers needed to feel the passion that fuels the Royale International spirit and to consider Royale as a viable alternative to better-known names. It’s a two-part story with one goal: the long-term success of the business.

During the first part of our Story Shaping programme, we spent time with the team at Royale International, immersing ourselves in their back-story and ambitions for the future. This enabled us to properly understand the personality of their organisation, their thoughts and feelings about what they do, and what it is that makes them different. From that, we evolved a set of personality traits that were distinctive, compelling and unique. And then identified the smaller stories behind the bigger narrative, resulting in five focused and powerful storylines.

To make sure that our carefully shaped story connects with each intended audience, we then developed a communication strategy that makes the most of Royale International’s key milestones throughout the year – getting the important messages through the right channels at the right time for maximum effect. Our ‘episode plan’ approach provides a strong structure to follow but also empowers them to explore creative ways to deliver the strategy. It’s fluid and reactive to anything that might affect the story – internally and externally – while having enough detail to show clearly what needs to be delivered.

The triumph

It’s early days but our work in shaping the Royale International story is already informing their communication collateral with encouraging results – a four-minute film to celebrate their 25th anniversary has been launched and is resonating with colleagues old and new. Meanwhile, two further projects are in progress and we have more scheduled for the year ahead. The Royale International story looks set to fly high.