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Evolving delivery

CitySprint Group | Evolving delivery | Technology

Creating a clear brand architecture and visual identity for Europe’s leading same-day delivery business.

CitySprint Group is the UK’s leading provider of same-day distribution and delivery services. As the business expanded into new markets and technologies, its growing portfolio of brands was becoming difficult to manage and communicate clearly. The challenge was to create a coherent structure that protected the strength of CitySprint while allowing new ventures to develop within a unified group identity.

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Details

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.

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Activities

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

Read more about the strategic thinking behind this project, and how brand architecture, explained through crisps, can bring clarity to complex businesses.

Which flavour of crisps is your brand selling?

Brand architecture is like a crisp shelf — one brand, many flavours, or a full house of snacks?

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Which flavour of crisps is your brand selling?
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We needed a critical thinker who could help us determine the best way forward for the Group that offered a clear brand hierarchy and strategy, combined with someone who could also help us with a refreshed look and feel for our core heritage business. Nigel did a great job at helping us navigate the mine fields and delivered real value to the business.

Sally-Anne Cannings Group Marketing Director, CitySprint Group

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