Client
Team Global Express
What we delivered
Brand strategy
Brand identity
Naming
Creative team
Julius Cruickshank
Patrick Carroll
Josh Sobel
Chiara LaRosa
Elodie Hennessy-Trupheme
Toll Global Express came to Landor & Fitch with a challenge and an opportunity: The company needed to move away from the Toll brand due to ten years of underperformance through frequent mergers, acquisitions, and siloed operations.
We set out to create a new brand that would unite the business and rally everyone around a common goal: becoming the #1 logistics partner in Australia and New Zealand.
This project was undertaken while I was Creative Director at Landor & Fitch from 2022-23.
As the Creative Director, I provided guidance to the creative team of designers and copywriters and ensured the brand expression always reflected the brand strategy we had crafted for Team Global Express.
Moving humanity ahead
We discovered an undercurrent of passion and loyalty for the organisation; employees and customers showed a deep desire to see the business succeed, and we knew the new name needed to capture this.
The new name, 'Team Global Express' supported this shift. More than just delivering goods, the new name is a rallying cry to lead what it means to do good.
Flying the flag of the movement movement
Our logo and graphic pattern is built on the symbol of a uniting flag, signifying the assembly of those who strive for more - always moving, evolving and taking action.
A rallying cry for the future.
Global glyphs
We commissioned two fonts for Team Global Express to use across its communications; Movement Sans and Global Sans. Each font was built from the ground up and included features that considered future uses, like mono-spaced options for displaying and entering data.
A human brand that is always in motion
We created a brand identity that is always moving forward, even when static. An empowering graphic pattern and a human brand voice are just a few examples of brand elements that unite the business together.
Innovating for a better planet
Concurrent with the beginning of the creative stage, I ran innovation workshops within Landor & Fitch to uncover ideas we could take to the client that would bowl them over.
With Team Global Express launching the largest-ever global trial fleet of Heavy Electric Trucks, we pitched to the team that they use the sides of these vehicles as moving billboards to display transformative messages for organisations that are also doing good for the world.
Delivering a greener planet
We’ve brought the importance of social and environmental leadership to the forefront of the business.
Below is the Australian Minister for Climate Change and Energy, Chris Bowen, with Team Global Express CEO Christine Holgate, at an event to celebrate the largest order of Heavy Electric Trucks in history by Team Global Express.
The Impact
We led the client through the rollout of the brand across a vast amount and range of assets, resulting in 16% revenue increase in the first year of operations as Team Global Express.
