FedEx

Re-launching & creating one of the world’s most iconic brands

  • Brand, Positioning & Identity Strategy

    Brand, Positioning & Identity Strategy

  • Name, Logo & Graphic Identity System

    Name, Logo & Graphic Identity System

  • Brand Positioning Theme & Tagline

    Brand Positioning Theme & Tagline

  • Company, Product & Service Naming System

    Company, Product & Service Naming System

  • Packaging as Product

    Packaging System

  • Vehicle Logo & Identity System

    Vehicle Logo & Identity System

  • Retail Environment & Brand Tagline

    Retail Environment & Brand Tagline

    Our Work

    Situation & Challenge

    Federal Express created the express shipment category in 1973, yet decades later it faced intense competition that threatened to commoditize the business and erode its profitability. True to its innovative heritage, the company responded by evolving its initial offering—the “overnight letter” shipped within the U.S. market—to a much broader portfolio of time-sensitive delivery options and package sizes, serving 180 countries worldwide. However, consumers lacked awareness of the brand’s global reach and breadth of service options, in part due to its cumbersome and fragmented identity, communications and service naming practices. This cost Federal Express business growth, and also threatened profitability through price competition as some customers failed to perceive true differentiation across “express” shippers.

     


     

    Analysis, Solution, & Results

    Get the full story behind the work with FedEx to reclaim its leadership position as one of the world’s most iconic brands.

     


     

    Related Work & Stories

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    Portfolio