parcelLab rebrand
Discovery
As part of a company-wide refresh, I led the rebrand of ParcelLab after a previous direction (developed before my tenure) failed to connect. To realign strategy with business goals, I ran discovery workshops with the marketing team and CMO, reviewing customer personas, defining brand attributes and archetypes to guide creative development.
With just three weeks to establish a foundation, we created a flexible brand system strong enough to brief our website agency, knowing it would evolve alongside site development.
The new identity was shaped around three key differentiators:
Customer-Centric Solutions: Hands-on support and long-term partnerships through dedicated Customer Success teams.
Deep, Data-Driven Insights: Actionable intelligence that empowers enterprise clients to make confident decisions.
Built-in AI Agents: Assistive and autonomous tools already in place, helping users get more from the platform.
We aimed to reflect our culture—young, ambitious, helpful—while positioning ParcelLab as a confident challenger to U.S. incumbent Narvar.
I led a two-week design sprint with a junior designer to bring the strategy to life, then briefed and directed the external web agency through UX and visual design. Internally, we produced over 500 assets to support launch and extended the brand across digital, social, events, and internal channels over the next four months.
Foundations
For the brand foundations, we chose Poppins, a geometric and approachable sans-serif typeface. Its friendly tone helped reflect our helpful, human brand personality, while being free to use allowed us to reallocate budget toward other high-impact areas.
The colour palette features bold primary colors, reinforcing our challenger positioning and helping us stand out, especially on social. This vibrant, energetic feel is balanced with technical data visualisations, high-end product mockups, and a clean, white-dominant layout on the website. Together, these elements combine a friendly, modern 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.
