GLS
As lead designer on GLS’s global rebrand with the team at Dentsu Creative, I helped transform the logistics giant from a functional courier into a more personal, human-centered brand. Inspired by the pride and interpersonal connections of GLS employees, we created an identity that brought emotional resonance and consistency across diverse markets and touchpoints.
GLS, a global parcel logistics giant, sought to transition from being seen as a functional brand to a more personal one, aiming to build stronger relationships with both senders and receivers. The challenge was to create a unified brand identity that resonates across diverse markets with varying product offerings.
The rebrand centered around the concept that "it’s never just a parcel." The campaign, "This is not a parcel," emphasized the personal connections involved in every delivery. The new brand identity was reflected in the design language, tone of voice, and overall campaign, focusing on the key interaction moment between GLS and its customers: the pick-up or delivery of a shipment.
