Transforming a logistics identity into a scalable communication system.
Mountpark was repositioned to better reflect its role within a fast-moving, digital-first logistics landscape. As the business grew, the existing identity struggled to communicate complex information clearly across digital and customer-facing touchpoints.
The refresh focused on clarity, flexibility and usability, introducing a refined typographic hierarchy, structured layouts and a modular visual system that could scale consistently across digital, print and environmental applications.
I led the concept and development of the brand refresh, working closely with a copywriter to shape a clearer, more confident verbal identity alongside the visual system.
The result is a modernised identity that strengthens recognition, improves usability and provides a scalable foundation for Mountpark's continued growth.
Year
2023
Conceptual
Design
Visual Identity
Art Direction
Layout
Typography
Motion
Mountpark
The refresh began by re-examining Mountpark's existing logo through the lens of the brand's mission: Customers. People. Communities. Rather than replacing a recognised asset, the mark was deconstructed to uncover a set of geometric forms that could evolve into a broader communication system.
Inspired by the boxes and modular structures found throughout the logistics process, these forms became the foundation of the visual identity. The system allows information, imagery and messaging to be organised within a consistent framework, helping complex content feel clearer, more accessible and easier to navigate.
Structured layouts support hierarchy and readability, while Montserrat and a refined colour palette provide clarity, consistency and trust across digital and customer-facing touchpoints.
Designed for scalability, the identity adapts seamlessly across platforms, balancing the precision of logistics with a more human and approachable brand experience.
A visual system designed to make logistics communication clearer, more scalable and more human.
