Responses by Becky Sanders, creative director; Aimee Lehto Schewe, associate creative director; and Amy Xu, senior designer, One Design Company.
Background: Flexe serves the world’s largest, most impactful retailers with innovative, technology-driven logistics solutions. Its competitors can’t compete with its scale, experience or network, so the site needed to represent Flexe as the sophisticated, established industry leader that it is while embracing its modern, tech-forward point of view. We timed the launch of the site with the new Flexe brand, which we also designed.
Larger picture: Flexe’s website is the central communication tool for partners, prospective talent and internal teams. It was important that the site redesign make a bold statement that more accurately champions its game-changing role in the industry at the intersection of logistics and technology.
Design core: Many competitor websites look like tech startups—a lot of white and blue with sans serif type and playful illustrations—so it was important to position Flexe against this as the experienced enterprise company that it is. The design embraces an unexpected, mostly neutral color palette based on physical aspects of the logistics industry, and the alternating black-and-white interface helps provide contrast for a variety of different content types. Bright, technological accent colors layer on top of these neutrals to help with wayfinding and interactive states across the site.
Favorite details: Thought leadership and data were key components in the content strategy for the site. Every component has the flexibility to hold any type of content, so Flexe can highlight statistics and data whenever possible.
Many of the interactive concepts for the site come from the brand positioning, which combines fixed and flexible logistics through data and technology. The Flexe site embodies this with dynamic, flexing components and imagery throughout. As the user scrolls down the homepage, the logo flexes to fit the space as the content rises. And when the user hovers over an image for an article, the photo grows to fill the column.