challenges
Standing at the threshold of new growth paradigms, Shadowfax, a leading logistics company, wanted to elevate its visibility and memorability. The brief was clear: make Shadowfax stand out both on the roads and during the three-second window at the customer’s doorstep.
chlorophyll’s INTERVENTION
We partnered with Shadowfax to redefine the brand, creating a design language that was both bold and distinctive. Our work included:
- Brand redefinition to sharpen the proposition and articulate Shadowfax’s core belief in agility and innovation.
- Design language refresh.
- Sonic ideantity™ creation, ensuring brand recall extension through sound.
The outcome
- Brand colours: after extensive research into competitors and adjacent fleet brands, we identified a palette of green and yellow, largely unexplored in the category, ensuring Shadowfax stood out on every road.
- Brand line: a crisp articulation of Shadowfax’s agile and innovative nature: building logistics solutions, experiences, and technology ahead of the curve.
- New identity from design language to sound: every touchpoint was designed for memorability and to reflect the refreshed brand idea.
- Sonic ideantity™: featuring a soothing flute that signals the successful completion of an order.
Visible impact
The new identity was rolled out across key partner and customer touchpoints, including:
- T-shirts and jackets for delivery partners
- Refreshed truck collateral
- Redesigned parcel collateral
- A distinctive sonic ideantity™
