Logistyx: Designing Alignment After a Merger
Experience strategy for a global logistics software company
Client: Logistyx Technologies
Industry: SaaS, Logistics
Role: Creative Director, Experience Strategy Lead
Team: Cross-functional agency team and client stakeholders
Agency: Glantz
Overview
Logistyx is a global transportation management software company formed through the merger of three organizations. As a newly formed company, leadership needed a shared foundation to align decisions across brand, product, and market presence.
Role
I led experience and brand strategy, focusing on designing the systems that guided cross functional decision-making during early growth. Partnering closely with leadership, I helped establish a unified experience and identity framework that supported alignment as the organization scaled.
The Challenge
Following the merger of three companies, Logistyx needed a shared foundation to guide decisions about brand, product alignment, and market presence. Key challenges included:
Disconnected identities and product narratives across the merged organization
Lack of alignment on positioning and experience direction
Inconsistent decision-making across teams during early growth
Risk of reinforcing silos at a critical stage of company formation
The Approach
The work focused on designing a unified brand and experience system that could guide decision-making across a newly merged organization during early growth.
Key elements of the approach included:
Establishing a clear positioning and experience foundation to align leadership, product, and go to market decisions
Defining experience principles and identity guidelines that teams could use to make consistent choices across products and channels
Creating shared frameworks that reduced fragmentation across the merged organizations
Enabling teams to operate with greater confidence and autonomy by clarifying what Logistyx stood for and how it should show up
Identity Concepts
Identity System
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.”
Information Architecture
Product Page UX
Persona Driven UX
Product Driven Navigation
MVP and Next Gen Homepage Design
MVP Website to Launch the Company
Full Website Expanding Capabilities
Outcomes
The experience and brand systems established through this work enabled Logistyx to operate as a unified company during a critical growth phase.
Provided a shared foundation that aligned leadership, product, and go to market decisions following the merger
Enabled consistent positioning and experience decisions across products, channels, and customer touchpoints
Reduced fragmentation across teams by clarifying what the company stood for and how it should show up
Designed experience standards that supported consistency, usability, and accessibility across products and channels
Established a unified brand and experience foundation that supported Logistyx’s positioning during its $185M acquisition