Flexport rebrand
Design Director @ Flexport
On a mission to make global trade easy for everyone, Flexport is building the platform for global logistics—empowering buyers, sellers, and their logistics partners. Companies use Flexport technology and services every year to move more than $10B of merchandise across 112 countries. With 1B dollar funding from Softbank, I joined the creative team as a Design Director in 2019 to work closely with the ECD and the my design team on the rebrand and the new website experience.
As the Design Director, I led a small team of designers in creating our brand guideline, style guide, and a design system as part of our rebrand.
Guided by our customer research, design exploration, and new positioning statement "Making global trade easier for everyone", we created a friendly and an approachable brand and a design system to accurately reflect the soul of the Flexport brand and extended that across all touchpoints.
What we did
Brand position, Brand Identity and design across all touch points and brand style guide.
Making global trade easier for everyone
Unafraid. Humble. Empathetic. These were the core brand attributes as well as our company values. I led the team in creating a fun, approachable yet confident B2B brand and design system that reflects our brand attitudes and helps us deliver on our promise that Flexport is here to make global trade easier for everyone.
Flexport Mark
As part of our branding intuitive, we designed a unique and playful mark that represents empowerment, transparency, agility and partnership based on “F”. Look closely and you’ll see a boat’s hull overlapping a half globe.
Custom Icons for all
Every touchpoint is a brand moment including sales decks. We created a library of playful and vector icons as part of our design system for every touch point from a sales deck to the website.
Office and Location badges
To strengthen and deepen our internal culture. We designed a series of fun and quirky office badges along with other design assets for the recruitment and peoples team.
Lifestyle Photography
To capture the high energy and entrepreneurial spirit of Flexport culture, we conducted photoshoots across 6 offices around the world including Amsterdam and Hong Kong to be used across all department including recruiting.
Website and digital style guide and design system.
As part of the rebrand, we designed a new style guide and design system as well as collaborated with the Content, Product Marketing, Growth, and the Engineering team to ideate, design, maintain and optimize our design system.
Thought leadership content
To increase brand trust and brand equity. We worked closely with Content and PMM team to create a series highly engaging thought leadership pieces including our blog and downloadable content. We designed of clean and modern online and print templates for eGuide, White Paper and eBook to maintain brand consistency and reduce production time.
Social Media
As the main platform to delight, engage and educate our target markets, we created a series of brand social touch points to promote our brand, product, thought leadership, and culture.
Company Brand Value Poster
Almost every successful organization has a strong company values that are shared and lived by most of the team. Study after study shows that companies with strong company values have better financial performance, customer and employee satisfaction, and grow faster. We created a series of Swiss design inspired value posters to be displayed globally across all offices to share and promote our values.
Flexport Annual Event
We branded and designed our Annual events all in house, including the branding, the website, and the event experience.
