Stakeholder research and workshops
Tone of voice and key messages
Brand identity and architecture
Infographics and motion graphics
Website development (Atlas)
SmartFreight is a global software leader that makes the process of freight simpler. It gives people greater visibility over freight – from customer service to warehouse management and accounting. Their market differentiator is that their network and software provides data and insight into costs across every link in the shipping chain.
Our objective was to help position SmartFreight as the global freight software leader that it is – to clarify its purpose and message to the market, and to develop a contemporary brand identity to support this positioning.
To highlight the brand’s unique selling proposition and mitigate any confusion surrounding its name, we created the positioning line “Brighter Shipping Software”. We refreshed the brand’s architecture, identity, story and messaging to support this positioning statement. Our logo design was inspired by the unfolding planes of a package to create a dynamic container device that would house key messages.
Working collaboratively with SmartFreight, we developed a series of engaging infographics, explainer videos and marketing collateral to demystify and simplify otherwise complex content.