Logixboard

Logixboard started as a single product: a logistics visibility platform that gave freight forwarders and their customers a modern, digital window into their shipments. The company grew up around that product, and — as is common with startups — took on the product name as the company name.

As Logixboard’s product market fit evolved, the company outgrew the brand that had carried it there. They had moved beyond their original offering to a new value proposition, anchored by a new flagship product built to be a true platform and companion for freight forwarders — not just a visibility tool.

Logixboard came to us with a simple ask: what does this mean for the brand, and how do we tell a powerful new story through it?

We started with a brand discovery program — auditing the current brand, analyzing competitors, and conducting stakeholder interviews with Logixboard’s executive team to understand where the business had been and where it was headed.

Then we developed our brand solutions. The first question we answered was whether the name itself could survive the company’s evolution. We determined that Logixboard was broad and powerful enough to remain the corporate name, since the company’s expanding focus was still rooted in logistics — but only if it was paired with a refreshed identity and a clear repositioning.

From there, we built the full brand platform. We created a new brand positioning — Unlocking the Future of Freight Forwarding — and new brand messaging to support it. We designed a new logo and identity system, including color, schematics, textures, supergraphics, and typography, giving Logixboard a visual language bold enough to match its new ambitions.

With the company now home to more than one product, we also named the products themselves: Logixboard Portal for the original logistics visibility offering, and Logixboard Helm for the new flagship platform and companion built for freight forwarders. Together, the corporate name and the two product names formed a coherent family — one brand, telling one story, across a growing product line.

Finally, we brought the new brand to life through a refreshed website, delivered to Logixboard as a set of Figma files ready for their team to build and launch.