We shape modern brands for a connected future.

We wanted to take the Flexport brand from humble freight forwarder to a place worthy of their ambition and vision as a global leader in trade. By creating a more open and inviting identity system, we better aligned the Flexport brand with their purpose, vision and product.

Freight forwarding is the circulatory system for global trade. It still largely runs on paper. Flexport is changing this with a strategic operating model for modern businesses that powers more transparent, more agile, more efficient and more profitable global supply chains. Firstborn reimagined the Flexport brand, creating a brand design system that positions Flexport as not just innovators and thought-leaders in the freight forwarding category, but also positions them as a leader in global trade. The vastly more inviting and human brand we created for Flexport was created from the ground up: from logo to the color palette, from the typography systems to new iconography, and airplane liveries to digital products and marketing sites. The new brand was codified in a digital brand book for use with internal creative teams on future brand initiates.
The vastly more inviting and human brand we created for Flexport was created from the ground up: from logo to the color palette; from the typography systems to new iconography; from airplane liveries to digital products and marketing sites. The new brand was codified in a digital brand book for use with internal creative teams on future brand initiates.
The website, as well as the overall design system, is fresh, distinctive and elegant, and will no doubt be a key component in driving Flexport’s success moving forward.

Quote

We introduced the new brand to the Flexport organization at a global all-hands this morning, and it was met with resounding positivity. The identity system, the chevrons, and (really importantly) the meaning behind all of the design have been warmly embraced.

Mike Ruby, Creative Director

Results

Post redesign, Flexport secured an additional $1B in funding and was valued at $3.2B.