XpressLane

Creating differentiation

The brand aggregator market is competitive with many brands all vying for the attention of brand owners and offering differing levels of service to help brands take the next step in their growth journey. We worked with the team to really push the boundaries of what XpressLane could be to brand owners. We wanted to show that they understood the complex emotions and ambitions of brand owners who wanted to succeed. We focused on the end result, helping brand owners see the potential of what their brand could become and the expertise and services required to make it happen.

From name to visual identity and web

We developed a visual identity that brought to life an upward trajectory. The logo represents the purpose and direction of the brand in a visually striking way to connect to the focus and energy of the business. Brought together with a color palette of dark backgrounds and bright accents it creates a sense of credibility and trust for brand owners, giving them confidence that XpressLane has their brand in safe hands. 

Extending the visual identity to the web meant creating clean blocks to aid navigation and a mix of light and dark to add visual impact. We utilized the shapes of the logo as image masks to not only create consistency across the site but bring users back to the ethos of the brand and the potential that could be realized.