A thorough diagnosis across 15 business units, involving employees from leadership to the front line, revealed the group’s strengths and ambitions. Leveraging these insights, we created a new positioning for the group, “Closer Connection,” to set a common direction internally and inspire collaboration. The brand idea positions the business as the experts of parcel delivery, who build closer connections with their customers through personal responsibility, brilliant simplicity and the flexibility to adapt.
We then helped GeoPost progressively integrate the positioning into all aspects of the business. This ranged from the customer’s digital journey to employee service behaviors, including the development of signature digital experiences that built upon GeoPost’s existing strengths.
To build their recognition as international delivery experts, we redefined their brand architecture and designed a new visual identity system. A key part of this work was the creation of DPDgroup, the new name to bring the international network together and endorse the group’s commercial brands.
At the heart of the new visual identity, we created the “red cube,” a symbol to serve as the visual connection between the businesses. An evolution of the previous DPD logo, the red cube expresses pride in the past whilst being resolutely modern and future-oriented. Its simplicity reflects DPDgroup’s straightforward and pragmatic approach. By owning the category symbol, the parcel, the identity also reinforces their stature as delivery experts. The new lowercase typography suggests a more human and less institutionalized approach. The refreshed red will serve as the group’s signature color.