parcelLab brand evolution
From parcels to presence, redefining what customers feel after they click ‘buy’
I joined ParcelLab during an ongoing site and brand refresh, with limited time to work, to evolve the existing direction that had struggled to connect. I ran discovery workshops with the marketing team and CMO to review customer personas, define brand attributes, and establish archetypes. In just three weeks, we developed a flexible brand system to brief the website agency, shaping the identity around three differentiators: customer-centric solutions, data-driven insights, and built-in AI agents. The updated identity positioned ParcelLab as a confident challenger to U.S. incumbent Narvar while reflecting its young, ambitious, and helpful culture.
To bring the strategy to life, I ran a two-week design sprint with a junior designer and directed an external web agency through UX and visual design. Internally, we produced 500+ brand assets supporting the launch and extended the brand across digital, social, events, and internal channels over four months.
For the brand foundations, we chose Poppins for its friendly, approachable tone and implemented a bold, vibrant color palette to reinforce our challenger positioning. This energetic look was balanced with technical data visualizations, high-end product mockups, and a clean white-dominant layout, combining a modern, approachable edge with the clarity and polish expected from an enterprise-grade B2B SaaS brand.
Product animations
One of the first challenges in designing assets for the website was defining the key product visuals and animations for the homepage and product group pages. These initial elements set the site's visual tone and quality benchmark. Since SaaS product visualisations often feel repetitive across B2B websites, we used bright colours and motion to create a more engaging, distinctive experience that brought energy and clarity to the brand.
Platform visualisation
Platform visualisation to clearly communicate how the product ecosystem fits together. The animation helped simplify complex concepts, making it easier for users to understand the value of the platform at a glance.
Product and feature page visualisations
The website included 24 product groups and feature pages, each containing between 4 and 10 custom product-based graphics. To streamline production, we built a Figma-based design system that standardised components and leveraged colour-coded groupings to differentiate between page types. This approach allowed us to work efficiently while maintaining visual consistency at scale.
Social media and events
After the website launch, we expanded the brand into social media and event graphics, using high-end mockups and photography to elevate the visual identity. This helped reinforce a more premium, polished feel while maintaining consistency across channels.
