Evolving delivery

Insight The market for same-day delivery was shifting fast. Digital disruption and changing customer expectations meant the business needed to evolve from a logistics company into a technology-led service. As new products and sub-brands emerged, it became harder to explain how they fitted together. The leadership team recognised that without a clear architecture, the brand risked losing focus and credibility.

Story Through stakeholder workshops and senior management facilitation, we explored how each part of the business contributed to the overall strategy. The result was a new brand model that brought clarity to the relationship between the Group, the core CitySprint brand, and its new technology businesses, LastMileLink Technologies and On the dot. We positioned the Group around a single organising idea — Evolving delivery — to communicate innovation while retaining the trust built through experience.

Engage We created a new group identity and visual system, designed to support both the established and emerging brands. The architecture adopted a flexible endorsement model: CitySprint remained the customer-facing core, while newer technology ventures were endorsed to show shared values and capability. Comprehensive brand architecture guidelines defined naming conventions, visual relationships and principles for introducing future brands, ensuring consistency as the business continued to grow.

Clarity The new structure and identity helped CitySprint Group communicate as a single, modern organisation — confident, clear and technology-driven. The framework gave the business the flexibility to launch new products while maintaining coherence across all brands, setting a foundation for continued growth in a rapidly changing market.

Insight Visual audit SMT facilitation Workshops Stakeholder interviews

Story Brand blueprint creation Brand architecture definition Brand positioning

Engagement Group naming Group brand identity creation Brand architecture guidelines Group brand identity guidelines CitySprint brand creative direction