Logistyx: Building a Global Brand From the Ground Up
Creating the name, identity, and digital ecosystem for a newly merged logistics leader
Client: Logistyx Technologies
Industry: SaaS, Logistics
Role: Creative Director, Brand Strategist, UX Strategist
Team: Account Director, Senior Developer, Senior Account Manager, Project Manager, Designer, Client Stakeholders
Agency: Glantz
Overview & Role
When three logistics companies merged, they needed a new name, brand, and digital foundation that reflected their scale and future direction.
I served as Creative Director and led the full brand creation. This included naming, identity, UX strategy, website development, and the evolution of marketing assets. I worked closely with executives and cross-company teams to unify vision, align expectations, and guide the new organization through its first critical months.
Impact
The new Logistyx brand and digital experience established a strong market presence and supported lead generation, sales clarity, and organizational alignment. The work contributed directly to the company’s eventual acquisition for $185M.
The Challenge
Logistyx was created immediately after a merger that combined three companies with different cultures and histories. Leadership wanted a brand that honored their expertise while signaling a fresh beginning. The timeline was tight, the expectations were high, and the new company needed to launch its identity at a global retreat only weeks after the merger.
The challenge was to create a clear and confident brand that communicated category leadership, technical strength, and long-term vision, while giving the new organization a shared sense of identity.
The Approach
Naming and Brand Strategy
I led the naming exploration, presenting 45 options across multiple territories and themes. Logistyx rose to the top early.
The name drew inspiration from Latin references to thoughtful planning and connected naturally to the concept of coordinates. The leadership team recognized its strength immediately and approved it with enthusiasm.
Workshop Facilitation and Alignment
I joined the entire company at their first company retreat and facilitated sessions that clarified positioning, audience needs, and the path forward.
These workshops brought together leaders who had never operated as one group and helped them move toward a shared understanding. A common theme emerged around the need for a brand that projected unity, scale, and confidence.
Building the Identity System
I directed brand identity concepts and guided the team through creative rounds. The chosen direction featured a tangram symbol shaped into a forward arrow. It communicated movement, integration, transformation, and partnership.
The tangram concept grew into a full system that supported iconography, color, typography, and flexible applications from digital tools to event branding.
Lisa Henthorn, VP of Marketing and Communications, Logistyx Technologies
“From brainstorm to launch, Jen expertly manages competing stakeholder opinions and is a champion for excellence every step of the way.”
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Brand Expression
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Icon System
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Clear Navigation System
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Website Architecture Planning
Launching the Digital Foundation
I led the UX and design for the MVP site, which we delivered in four weeks. This version focused on clarity and navigation so the sales team could immediately bring the brand to market.
Within a year, we launched a new site showcasing the company’s growing capabilities, informed by user behavior and competitive findings. I collaborated with a content strategist to shape narrative and messaging flow.
Key Solutions
A clear and confident identity built for a newly merged organization
A naming system that communicated expertise and purpose
A flexible design language that worked across digital and print
An MVP website that supported immediate go-to-market needs
A full site that expanded storytelling and improved navigation
Marketing assets that strengthened consistency across channels
MVP Website to Launch the Company
Full Website Expanding Capabilities
Outcomes
Contributed to the company’s $185M acquisition
Improved clarity and consistency across all marketing channels
Strengthened alignment across merged leadership teams
Increased lead quality and supported sales enablement
Created a scalable design system that supported continuous growth
Reflection
This project showed how brand creation can serve as a stabilizing force for a new organization. Guiding Logistyx through naming, identity, UX, and ongoing marketing efforts reinforced my belief that strong design helps companies find their voice and build confidence. It remains one of the most defining examples of how creative leadership can support business transformation.