A brand that moves at the speed of freight

Positioning, identity and voice for a logistics scale-up repositioning from 'cheap and fast' to 'reliable and transparent'.

At a glance

+34%
Inbound enterprise leads: 2×
Brand recall in follow-up survey: 120+
Templates in the toolkit

Orbit had outgrown its first brand. A neon logo and “ship it cheaper” messaging had won small merchants, but it was costing them enterprise deals where reliability, not price, decided the contract.

Finding the position

We interviewed customers who had left Orbit as well as those who stayed. The pattern was clear: people didn’t leave over price, they left over not knowing where their goods were.

Weeks 3–8

Designing the identity

A mark built from motion

The new mark is an orbit traced by a single point — a literal picture of a tracked shipment. It animates naturally in the product, scales down to a favicon and works in one colour on a shipping label.

01Logo lockups on paper, ink and signal backgrounds
02Shipping label with one-colour mark
03Truck livery, side elevation
04Tracking screen with animated orbit
05Typographic poster: Freight you can follow
06Stationery and business cards

Identity applications. Replace these placeholders with your own images — see docs/COMPONENTS.md.

For the first time, our sales team uses the brand as a tool instead of apologising for it.

Head of MarketingOrbit Freight

Voice

Criterion	Before	AfterChosen
Tagline	Ship it cheaper!	Freight you can follow.
Delay notice	Oops! Running late 🙈	Your delivery is 3 hours late because of port congestion. New ETA: 16:40.
Tone	Playful, vague	Plain, specific, accountable

+34%

Inbound enterprise leads in the first two quartersSource: CRM data (illustrative)

Sample case study. Client name, figures and details are illustrative and included to demonstrate the template.