Olive and XCA: beyond traditional B2B communication in logistics

We often hear that B2B communication is boring. But Olive's team believes that every brand has something to say—even in an industry built on steel and rubber, like XCA.

That’s the idea behind the collaboration between Olive and XCA, a journey that started with the design and development of the new XCA website. The goal? To bring a fresh perspective by treating both vehicles and the people behind them, in a more “human” way.

This first step paved the way for the positioning campaign “Let the cars tell”, a project that gives a voice to the real first customers of XCA: the cars themselves. The goal is to reposition XCA’s transports as true luxury journeys, where cars are treated with the same care and attention as human passengers.

XCA’s forward-looking leadership was instrumental in this project.  From the outset, the management team recognized the need to stand out in a competitive industry by adopting a fresh and distinctive communication approach. Instead of following traditional B2B norms, they aimed to challenge the status quo and position XCA among the industry’s top players with a brand identity that speaks directly to both clients and the market.

This collaboration proves that even in a seemingly cold industry, there’s always room for authentic and engaging storytelling.