Featured Project: Flexe

Strategy and Positioning
Identity and Visual Systems
Website Design & Development
Internal Programs

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.”

The former Flexe logomark—a blue, all-caps wordmark with two stacked triangles on top—on the left. The new Flexe logomark—a sentence-case wordmark with an "x" that signifies the intersection of logistics and technology—on the right.
The old Flexe logo was a nod to their roots in warehousing. The new identity system more accurately positions them as the tech-forward industry leaders that they are.

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 collage of six design moments from logistics brands that all look like they could come from the same brand.
Analyzing the competitive landscape, we found many brands embracing blue and white palettes, irreverent illustration, and sans serif typography—common tropes within the tech startup world.

The Flexe brand launch video shows a man climbing into a semi-truck, overhead views of roads and intersections, and an x shape appears over those roads, mirroring the shape of an intersection, and the rest of the word Flexe shows up around the x filling out the logomark. We then see more scenes from the logistics world with thin, angled and curve linework animating in over the photos to show that the lines echo shapes and paths in the logistics environment.

The Flexe brand launch video. The “x” in the wordmark represents two industries coming together; the intersection of logistics and technology.
Inspired by technical diagrams, the linework conveys the idea of unique pathways and intersections.
Sample images of branded presentation covers with aerial shots of roadways and close ups of industrial textures, and the brand's new illustration style.
Business cards that feature the names of employees on one side and their new illustration style—linework on solid dark backgrounds—on the back.
The serif typeface and high-contrast, predominantly black and grey color palette telegraph intelligence and an analytical approach.
A sample showing of business stationery using the new brand identity, featuring business cards, letter head, and an envelope.
A stack of business cards on thick card stock, showcasing the illustration style featured on the back of all cards.
A snapshot of the Flexe color palette—colors that hint to elements of the physical world of logistics, like grey metal, black tires, brown boxes, red exit signs.
The Flexe color palette pulls from the physical world of logistics; grey metal, black tires, brown boxes, red exit signs.
A black bubble envelope that has the Flexe logomark on the bottom left corner in white, sitting on top of a shiny silver bubble envelope.
Two black mailing tubes with the white Flexe logomark in a repeated pattern.
The Flexe logomark in black on a white truck semi truck body.
The Flexe logomark in white on a black shipping container hanging from a hook and cables.

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.

A comp of five construction hardhats in the new brand colors, featuring the Flexe "x" mark in the center of each hat in white.
Top left: A black hat with the Flexe logomark in the center. Bottom left: A black t-shirt with the Flexe logomark on the righthand side of the shirt. Right: A grey tote bag featuring some of the branded illustrations.

“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.

A video showing what happens when you scroll through the new Flexe homepage. The Flexe logomark is large, then shrinks as you scroll down. A full-width video provides texture with an overhead shot of freeways underneath a headline that reads: Ominchannel logistics programs. Powered by Flexe. we see headlines, statistics, company features, leadership content, photography, news, and a final call to action, all in the new design system, all animating on screen in a smooth, elegant way.

A showcase of the new Flexe illustration style when conveying data. Very light line work, large numbers in a serif typeface. Feature colors are olive and burgundy.
Conveying thought-leadership and data were the primary goals of the website—a focus that drove design decisions and helps Flexe continue to lead the industry with pioneering ideas and insights.

The top section of a sub page of the website demonstrating the design system in black and white, with light linework animating on top of the page.

A close up of the top of the Flexe homepage showing the large logomark shrinking dynamically in the layout as the user scrolls down.

Insights content is displayed in greyscale, then becomes full color type and photography as the user hovers over the content.

Flexible components enable the Flexe team to highlight insights and data.

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.

The author's avatar

One Design Company is a research-driven design and development studio. For over a decade, we’ve explored the intersection of experience and technology—where powerful brands come to life. Want to learn more? Let’s chat.

Most Recent Issue