Featured Project: Flexe
Rebranding an industry innovator with a design system and website as flexible as the company’s own solutions
Flexe uses technology and networks to solve the most challenging omnichannel logistics problems for the world’s largest retailers. They are an industry disrupter and leader, operating at a scale and breadth of capabilities far beyond that of any competitor, yet many still thought of them as just “the on-demand warehousing people.”
Designing for the intersection of logistics and technology
During our discovery phase, we found that industry brands, as well as startups, all shared a similar look. To stand out, we needed to avoid tech tropes and embrace Flexe’s intelligence, expertise, and experience to more accurately represent who they are, what they do, and what makes them unique.
A new brand embraced
To introduce the new brand to its employees, Flexe held a remote town hall with its then 250 employees across America. We helped them create a narrative around the brand and an accompanying video. The co-founder and CEO, Karl Siebrecht, along with its Chief Growth Officer, Adam Kapel, embraced the brand story and brought it to life for the team with a heartfelt presentation that ended with the simultaneous opening of hundreds of boxes revealing new Flexe-branded apparel, coffee tumblers, and more.
“The One Design team is collaborative, forward-thinking, and they’re true creative problem-solvers. The new Flexe brand is smart and differentiated. It represents the innovative solutions and services we provide to our enterprise customers every day.”
Adam Kapel, Chief Growth Officer at Flexe
Bringing the future of logistics to life online
The new brand came to life on a website that embodies the defining characteristics of this dynamic, omnichannel logistics company—intelligent adaptability—in both its aesthetic design and functionality for the Flexe team.
Using the new brand to continue to grow
The Flexe team loves the new brand. It’s differentiated, extensible, and much more illustrative of the logistics solutions and services Flexe delivers to its enterprise customers. Through our ongoing partnership, we continue to discover new design applications and visual communication tools to serve every stage of Flexe’s customer journey and external touchpoints. And we’re just getting started.