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Northwind

Rebranding a logistics platform for its next decade of growth.

Branding

Web Design

Campaign

Industry

Logistics SaaS

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Challenge

Northwind had moved freight for four decades and still looked like a subcontractor — at exactly the moment it started selling software to the people who used to be its customers. The category was crowded with companies promising visibility. Nothing in the brand said platform, and nothing in the deck survived a procurement meeting.

Strategy

We pressure-tested the brief with the commercial team before anyone opened a design file. Everyone in the field was claiming reliability, so we moved Northwind onto the one thing it could prove: forty years of route data nobody else had. That became the spine of the positioning, the identity and the pitch.

Strategy

We pressure-tested the brief with the commercial team before anyone opened a design file. Everyone in the field was claiming reliability, so we moved Northwind onto the one thing it could prove: forty years of route data nobody else had. That became the spine of the positioning, the identity and the pitch.

Website

The mark is built from a routing line, and the motion system carries it across every touchpoint — from the app loading state to the trailer livery. Type, palette and component library shipped together, documented well enough that the in-house team took over the day we handed it across.

Website

The mark is built from a routing line, and the motion system carries it across every touchpoint — from the app loading state to the trailer livery. Type, palette and component library shipped together, documented well enough that the in-house team took over the day we handed it across.

Outcome

The platform now leads every sales conversation instead of trailing the freight business. Inbound enterprise leads doubled in two quarters, the sales team stopped rebuilding decks from scratch, and Northwind’s own designers have shipped three campaigns on the system without calling us.

Outcome

The platform now leads every sales conversation instead of trailing the freight business. Inbound enterprise leads doubled in two quarters, the sales team stopped rebuilding decks from scratch, and Northwind’s own designers have shipped three campaigns on the system without calling us.

A blue and white lorry parked at a warehouse loading dock at dusk
Aerial view of a snow-covered distribution centre and its lorry park
Overhead view of a snow-covered warehouse with loading bays and parked trailers
Aerial view of a freight depot at sunrise, with rows of trailers in the snow
Aerial view of a snow-covered logistics yard with lines of parked trailers
A red lorry with a flatbed trailer parked outside a large distribution warehouse
Stacked Maersk shipping containers with a forklift and truck in a container yard
A blue and white lorry parked at a warehouse loading dock at dusk
Aerial view of a snow-covered distribution centre and its lorry park
Overhead view of a snow-covered warehouse with loading bays and parked trailers
Aerial view of a freight depot at sunrise, with rows of trailers in the snow
Aerial view of a snow-covered logistics yard with lines of parked trailers
A red lorry with a flatbed trailer parked outside a large distribution warehouse

The result

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Inbound enterprise leads

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Campaigns shipped in-house

Next case

Halo Health

A person in costume sitting in a paddling pool in a yellow-green living room

Next case

Halo Health

A person in costume sitting in a paddling pool in a yellow-green living room

Next case

Halo Health

A person in costume sitting in a paddling pool in a yellow-green living room

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