CASE STUDY – Bulkstream

Grain Bulk Handling Limited (GBHL) was founded in the early 2000s, and is backed by a rich history tracing its origins to the 1800s trading off the East African Coast.

GBHL has long been synonymous with traditional grain handling in East Africa. However, evolving market demands and substantial investments in state-of-the-art port facilities and inland cargo handling signalled that the company’s legacy identity no longer reflected its full capabilities.

• Limited Scope: The legacy identity was too narrow — strongly linked to grain handling — and didn’t reflect the firm’s full potential in handling diverse, end-to-end logistics. This would often present a missed opportunity with clients overlooking its expanded operational expertise in dry bulk, liquid bulk, and integrated logistics.
  
  
• Outdated Perception: Despite modern operations, the brand’s dated visual identity and messaging did not communicate the significant investments made in technology and infrastructure.
  
  
• Operational Modernisation: With millions invested in upgrading berths and cargo handling facilities, the company needed a brand that showcased its modern, tech-enabled operations and commitment to lowering costs for commodity importers across Kenya and East Africa.

There was a critical need to reposition the company to unlock new revenue streams, drive operational efficiencies, and further reduce costs for commodity importers — thereby positively impacting the broader East African economy.

Business Design meets Brand Architecture

Clients were looking for a partner who could offer not just bulk handling but a seamless, diversified logistics experience — from ports to final mile delivery.

This pointed us to a consolidation approach. GBHL at a group level had several subsidiaries handling different commodities, and others specialising in upstream or downstream components of the logistics supply chain. We spent a few months analysing different M&A configurations what would not only add value to clients, but also work internally in a more cohesive, complementary and efficient manner.

The creative journey led us to the name “Bulkstream” — a distinctive nod to both the smooth, efficient flow of bulk cargo, and a subtle link to the company’s heritage. It speaks to both the fluidity of operations and the scale of transformation.

Visual System & Messaging

We developed a modern, clean visual identity that translated seamlessly across digital platforms and physical logistics infrastructure. This includes a refreshed logo, bold typography, and a dynamic colour palette that reflect energy and reliability.

Integrated Storytelling & Communication

Our communications — from photography, documentaries, designing and developing the corporate website to investor presentations — now tell a cohesive story. We focused on how strategic investments and modern operations continue to drive significant savings for partners; and contribute to economic growth across East Africa, bolstering client and investor confidence through a clear, forward-looking business model.

Information design – It’s all in the details.

If you know any ARK project by now, you can always guarantee that we’ll geek out on every small detail – because every single pixel and idea matters.

We continued to develop bespoke illustrations to showcase Bulkstream’s impressive Ports & Terminals capabilities and End-to-end Logistics advantage.

We made sure that every touchpoint was not only consistent and functional, but spoke to innovation and operational excellence.

The identity reflects the colossal scale of the operations, and was effective in its branding its unique logistics infrastructure.

Finally, we illustrated a series of abstract art pieces, for use as decor in office areas.

• Enhanced Customer Experience: The new identity not only speaks to efficiency but also builds confidence. Improved transparency, faster turnaround times, and a robust digital platform have all played a role in strengthening client relationships and driving business growth.
  
  
• Operational Savings & Market Impact: Modernised berths, operations and integrated cargo handling systems have translated into huge savings for commodity importers — savings that help lower the cost of essential commodities across the region.
  
  
• Improved Customer Acquisition and Retention – Importers needed a partner who could deliver a seamless, end-to-end logistics experience across diverse commodities — not just grain. The consolidated brand architecture accomplished this, and the strong identity ensured that clients now see Bulkstream as a modern, diversified, trusted and tech-enabled partner that delivers on its promise of excellence.
  
  
• Stronger Brand Positioning: With a unified identity, Bulkstream now stands as a competitive, pan-African leader. This has boosted market perception and paved the way for future growth and diversification.
  
  
• Strategic Alignment: The rebrand supports the company’s long-term growth strategy, enabling future innovation, capacity building, and market expansion across Kenya and East Africa.

By fusing deep strategic insights with creative brilliance, ARK Africa reimagined a legacy and fragmented brand into integrated operation — Bulkstream — a name that now embodies speed, efficiency, and carries the promise of pan-African excellence and ambition. The project not only enhanced operational performance but also delivered measurable business impact, further strengthening the company’s position as a leader in a competitive industry.