Getting from A to B has never been so challenging. The processes that connect us have never been so inefficient.

The global shipping industry is weighed down by manual, paper-led bureaucracy and inefficiency, unnecessarily complicating shipments from port to port. Today, across the world, there are approximately $1.8 trillion in efficiency savings to be made.

IBM and Maersk challenged us to take advantage of that opportunity.

We developed a look and feel that communicates the simplicity, utility and targeted nature of the platform. The logo centres on the cross-hair, representing the precise moment of clarity at which information is combined, highlighted and presented to the user.

To reach our audience, we also create the TradeLens website: an online stage designed to directly parallel the simplicity of the platform experience. We applied the Simple Genius brand lens to our information architecture, ensuring the offer communicates through instinctive use.

Date created: February 2019 2019-02-01T00:00:00+0000
Date published: 27 February 2019 2019-02-27T11:08:55+0000


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