Freight forwarding is the circulatory system for global trade. It still largely runs on paper. Flexport is changing this with a strategic operating model designed to power modern businesses, delivering more transparent, more agile, more efficient and more profitable global supply chains.
After a period of rapid growth and fundraising, Flexport needed a fresh new brand identity and go-to-market approach befitting their billion-dollar-plus valuation to attract future investment, new customers, and the hottest Silicon Valley talent.
Working with Flexport, our first step was to create a modern brand and design system that would convey a new and improved way of doing things. Introducing “The New Way Forward” - a new, differentiated positioning and fresh look designed for a modern, digital-first brand. Everything – from the “The New Way Forward” promise, to the incorporation of the animated chevron (inspired by buoys used in the shipping industry), to the use of motion across digital channels – evokes movement and progression.
00
We explored how the new design system could come to life across a wide range of operational and marketing channels. From the liveries of Boeing 747s, to shipping containers; from social posts, to careers pages, to print creative, and everything in between.
Our next step was to launch a new marketing and careers site under the updated positioning and design system. The new Flexport flagship site combines brand story-telling and lead generation. Subtle motion, rollovers and transitions evoke progression and movement; rich photography and video content humanizes the brand; while simple graphics provide transparency into the product UI.
"The work you guys did, in clear and authentic partnership with our teams here, is nothing short of amazing. Thank you, thank you, thank you! 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."
– Jeff Thomas, CMO @ Flexport
As digital channels continue to emerge and evolve, so must modern brands. We codified the new system in a digital brand book built to enable the brand to grow and adapt, and to guide internal creative teams on future brand initiatives. We continue to support Flexport’s digital efforts with ongoing sprints to prototype new products and experiences -- from shipping containers housing experiential XR activations, to augmented reality shipment-tracking tools.
00
Results
$1B
Additional funding secured
$3.2B
Valuation in February 2019
47%
Increase in Lead Gen