Designing for the intersection of logistics and technology
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.”
One Design Company’s task was to rebrand an industry innovator with a design system and website as flexible as the company’s own solutions.
The x in the custom wordmark (based on Lausanne) represents two industries coming together; the intersection of logistics and technology.
Inspired by technical diagrams, the linework leveraged throughout the design system connotes unique pathways and intersections.
Reckless Neue – combined with a high-contrast, predominantly black and grey color palette – telegraphs intelligence and an analytical approach. This kit separates Flexe from the rest of the tech startup world, where the blue and white palettes, irreverent illustration, and sans serif typography abound.