Date
May - July 2022
Project
End-to-end brand strategy, identity and launch assets
Client
Givven Logistics
Duration
3 months
Turning Broken Logistics Promises into a Challenger Brand
Client Overview
Givven Logistics is a tech-enabled global freight forwarding company offering solutions across air, ocean and road logistics. Founded by a logistics veteran, the company operates across international trade lanes with a focus on visibility, reliability and speed.
About Project
Givven approached Umanshi at a formative stage. The business existed, but the brand did not. Our mandate covered nomenclature, brand strategy, identity design and go-to-market assets—turning a founder’s instinctive vision into a sharp, differentiated logistics brand.
Challenge
Unarticulated Founder Vision
Madhan knew the gaps in logistics instinctively.
But the why, how and what behind Givven existed more in experience than words and needed to be surfaced and structured.
Distrust-Ridden Industry
Logistics is critical but broken.
The industry suffers from complexity, poor visibility and unreliable service. Customers are used to over-promising and under-delivering, making trust difficult for a young brand to earn.
Early-Stage Credibility
The company was still nascent.
Without legacy or scale, the brand had to signal reliability, confidence and seriousness from day one—especially to global partners and enterprise clients.
Our Strategy
Insider-Led Discovery
We didn’t need to be educated on logistics.
With deep sector experience, including Tamanna Gupta’s stint as Marketing Head at Allcargo Logistics and work with a logistics startup, we spoke the industry’s language and asked sharper, more relevant questions from the first call.
Promise-Led Brand Narrative
The name became the strategy.
“Givven” was built around what customers rarely get in logistics—double the velocity, double the visibility and double the value. Everything is given before customers have to chase for it.
Calling Out Broken Norms
We chose honesty over politeness.
The brand narrative directly addressed industry shortfalls—lack of transparency, delayed information and inefficiency—positioning Givven as the fix for problems others avoid acknowledging.
Testimonial
From Complex Operations to Crisp Identity
Umanshi’s ability to translate our vision into visually appealing designs has played a huge role in elevating our brand’s image. From the logo and visual identity to the brand book, every element reflected clarity, confidence and premium positioning. Their thoughtful approach ensured consistency across all touchpoints, helping us establish credibility with clients and partners while making our brand instantly recognisable and professionally communicated.
Bibhudendra Maharana
Managing Director, Givven Logistics Pvt Ltd
Built for Business Outcomes
Accelerated GTM
Clear positioning and sharp messaging enabled faster market entry without repeated pitch iterations.
Aligned Teams
A single brand narrative ensured sales, ops and leadership spoke the same Givven language from day one.
Profitability and Exit
Givven was profitable in its 1st year of operations and founder, Madhan Mohan exited in less than 3 years
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