I. The Problem
II. Our Synthesis
III. Ideation
IV. Experimentation
V. Our Solution
Pentaexpress was founded in 1997 as a courier company with a vision of streamlining express logistics across borders. Over two decades later, it had transported more than one million kilograms of weight globally, earning trust through efficiency and reliability. Despite its operational successes, the company lacked a strong identity that could keep pace with its evolving market.
As global logistics players modernized their image and customer experience, Pentaexpress realized that its brand needed to move beyond simply “delivering packages.” It needed to communicate trust, scale, and innovation in every touchpoint, from vehicles to websites.
Problem
Though Pentaexpress had a rich legacy, its outdated brand identity was holding it back. The visuals were inconsistent, the communication scattered, and the digital experience failed to reflect its reach or reliability. Clients often struggled to connect the name with a distinct impression of credibility or innovation.
The fragmented identity diluted recognition across operational areas — vehicles, stationery, advertising, and digital platforms. In an industry where visibility equals trust, Pentaexpress risked being overshadowed by competitors with bolder, fresher identities and seamless customer-facing systems. The challenge was to transform perception while preserving heritage.
Our Synthesis
We approached Pentaexpress with the mindset that logistics branding should feel as streamlined as the services themselves. The synthesis lay in unifying every aspect of identity — design, narrative, and digital experience — into a cohesive ecosystem. The goal was not just a facelift, but a repositioning that emphasized reliability, global reach, and modern professionalism.
By studying the company’s operational history, service metrics, and customer perceptions, we identified the gaps in visual language and touchpoint consistency. From there, our synthesis framed the brand as a modern logistics player that communicates clarity, strength, and scale across every channel.
Ideation
Our ideation process began with mood boards, sketches, and narrative experiments that played with symbols of speed, connectivity, and trust. We explored typography that conveyed modern confidence, color palettes that aligned with professionalism, and visual motifs that reflected movement across borders.
We also considered customer interaction journeys — from seeing a branded vehicle on the road to logging onto the website. The ideas revolved around creating a system of consistency: every experience should remind clients of Pentaexpress’s promise of reliability and efficiency, whether physical or digital.
Experimentation
To test the strength of our ideas, we created multiple prototypes across touchpoints. Vehicle mockups tested visibility on the road, while digital wireframes examined how users navigated online. We experimented with ad campaigns that highlighted service coverage and tested how color palettes resonated with audiences.
Each experiment was evaluated against three criteria: clarity, recall, and alignment with logistics standards. Stationery samples, signage concepts, and portal flows were reviewed with both stakeholders and potential users. These iterations allowed us to refine the brand identity into something both striking and practical for real-world use.
Our Solution
The final solution for Pentaexpress was a complete rebranding anchored in operational visibility. We delivered a refreshed logo, stationery suite, and vehicle branding that enhanced recognition in the physical world. On the digital side, we designed user-centric portals and a streamlined website that translated logistics complexity into clarity.
The result was a unified identity that gave Pentaexpress credibility equal to its performance. Its new visual system communicated reliability and scale, while advertising campaigns emphasized its service footprint. With a bold and cohesive design language, Pentaexpress emerged as a modern logistics player ready to grow.
