MacGregor Partners
About the project // Started by a team of three who broke off of a large conglomerate to start their own logistics company, MacGregor Partners was young in age but deep in knowledge. They had a desire to partner with their clients, helping them simplify what had become a complex, confusing system. I worked with a team including a writers, web developers and designers to develop a brand identity that would separate them from competitors. This included the sound of their voice, the look of their digital presence and even physicality of materials.
Hats worn: Research, Brand strategy, Concepting, Wireframing, UI design
Created at COCG Agency
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Re-defining an identity
We started with seeking understanding of the client background, market needs, competitor positions and more. What we found was that logistics (not surprisingly) is complex, and frankly quite scary, for clients. There was fear of the unknown and liability; clients needed a logistics partner who understood this and could guide them through it.
Thus was born the ideas of simplifying complexity. We created a voice that spoke with clarity and brevity. The new brand mark and visual elements reflected the interconnectivity of logistics and supply chains but with an intentional simplification of shapes and concepts.
UPDATE: Supporting success
Now having been a few years since I worked with the visionary leaders of MacGregor Partners, they’ve become a rocket of a company. They were recognized as an Inc. 5000 for the years of 2017, 2018 and 2019, including the impressive position of #226 in 2017. In addition, MacGregor Partners was named one of the top 10 logistics tech solutions of 2019. I’m proud to have contributed to their brand shortly after their inception.