Delliv is a logtech startup, focused on logistics solutions for trades, as a result of the acquisition of another large company in the sector.
The project aimed to create a repositioning, digitalization, and branding strategy, with an impactful visual identity and a new app. When embarking on this journey, it became clear that the logistics process has two main agents: delivery people and store owners. Understanding the distinct needs and characteristics of each persona was essential to the success of this project.
The design process began with a deep immersion into the essence of the brand and the people involved in the project. It was essential to understand the specific dynamics of the logistics sector and Delliv's purpose. In collaboration with stakeholders, we developed a communication and verbal identity strategy that guarantees effectiveness with each agent in the logistics chain, with the premise of approaching these interlocutors by carrying a loyal, flexible, and agile personality.
We focus on developing visual communication that evokes the sensation of movement, avoiding the perception of inertia, and even exploring more geometric shapes. Typography interventions were carefully applied to create dynamism and communicate the brand’s attributes. Furthermore, an analysis of competitors allowed us to define a color palette that would bring visual impact and differentiation in the sector, in addition to strengthening the new positioning.
A fundamental aspect of the project was the creation of a component library for web and mobile development. This library allows the Delliv development team to use cohesive and consistent visual elements in their applications, ensuring a user experience aligned with the brand identity in all digital interactions.
During the project, we faced challenges, especially when it came to understanding each persona's perspective and adapting communication assertively to each one of them. We relied on the active and immersive participation of the client to ensure that the personas were rightly drawn and understood and that the business expectations were achieved. The repositioning project created for Delliv aligns with the identity of the team responsible for the project, creating a lot of synergy between the company and its people.
