How do you disrupt the logistics space? The answer: powerful branding backed by solid strategy. For this project, we started from scratch – unpicking what makes Dexory unique in the logistics and technological space.
THE BACKSTORY
Nowadays, Dexory is a highly ambitious tech scale-up promising a new way forward for automation in logistics. But they weren’t always known for this. Starting with robotics for retail, they were originally called Bots’N’Us – but they later made a smart pivot during the pandemic towards the buzzing logistics industry. Their new offering was simple, but powerful: the chance for supply chains to gather real-time data and insights across single or multiple warehousing sites.
THE PROBLEM
Bots’N’Us (pre-Dexory) came to us with a specific challenge: to rename and relaunch their brand. They needed a brand identity to match their first-of-a-kind offering. They wanted strong visuals, resonating words and a customer-pleasing UX. It wasn’t enough to simply stand out, they wanted a brand that conveyed innovation to their audience – and persuaded them to take a technological leap.
THE SOLUTION
Every successful strategy starts with in-depth research. We worked with the leadership team to delve into the target audience and competition. We carried out customer, investor and team interviews – and held strategy workshops company-wide. This way, we had a unified consensus on the unique value proposition.
The name Dexory was born from a workshop and development phase fusion – where the idea of Echolocation and Dexterity were central themes. The reflection of tech in the brand identity was paramount. So a shard shape became a key part of the visual identity, echoing the digital twin and the way robots map the physical world. In motion, the shard shows two sides of the warehouse, using colour to represent the physical and digital spaces.
The tone of voice was created to be sharp, clear and direct, mirroring the forward-thinking nature of the brand. Building on customer journey flows and sitemaps, we developed content plans, wireframes and high-fidelity prototypes, with animated icons, video and illustration.
THE RESULTS
Fast-forwarding to two months post-launch, the stats didn’t lie. Direct website visitors increased by 27.3% and social channels were driving a traffic increase of 75.58%. The estimated PR coverage across logistics, tech and business publications was 931,500. And most importantly, Dexory had the powerful brand identity they needed to flourish in a competitive – yet rewarding – industry.
