Hexalog
Cross-border supply chain, end to end
The Challenge
Hexalog moves goods across borders and adds work to them along the way: quality checks, tagging, refurbishment, repacking. That middle part is the business, and it was invisible. The company also had to speak to three different rooms at once, brands buying the service, investors backing the company and people joining the team.
The Solution
A full brand system built around one line, factory to doorstep, and a website rebuilt in code to match. Deep purple with a yellow accent, an astronaut mascot, and a 70 page guideline covering logo, colour, type, photography and every application from business cards to vehicle decals and warehouse signage.
Research + Brand
We ran the research before the brand workshop, then built the identity from what came out of it: logo and tagline lockups, the mascot, the colour ratio, and a voice guide with rules for how Hexalog writes.
Website
41 routes designed and built in code, from the homepage through six service pages, six solution pages, company and resource pages. Every component comes from one design system, browsable on the site itself.
Handover
A Git based CMS with no subscription and no database, so the team publishes from the site itself and every edit is versioned. Handover included the codebase, Figma files, brand assets, print files and documentation for their engineering, content and marketing teams.
The brand system
A 70 page guideline and the working file behind it: logo and lockups, the colour ratio, type split by job, mascot poses, banners and headers, so the team can keep making things without us.
Brand in use
The Hexanaut carries the brand past the website. Billboards run the promise in English and in Hindi, and the character shows up on sticker packs named for the towns the network runs through, on keychains and on a set of trading cards for the team.
Structure first
On the website, we settled the information architecture and every line of copy in low fidelity before any visual work started. Type, colour and illustration came once the order of the page was agreed.
The hero
Several directions for the homepage, from a flat isometric map to a street level scene. The one that stuck puts the whole chain in a single frame, factory to doorstep, with the mascot turning up along the way.
