Shipping Orchestration & Blockchain

The Basics

This client was a startup company, wanting to build a new global transportation platform that would improve agility and control in shipping as well as provide predictive risk management to shippers. I created an entire new brand and a landing page for the company, allowing the public to fund the product through an initial coin offering (ICO). I also created high-fidelity product screens to be shown to potential partners.

Branding

My client didn’t know what they wanted in terms of branding, but they knew the existing look wasn’t working. I started by asking my client to complete a branding questionnaire, which I used to build mood/style boards. I wanted to show two different styles for the client to choose from so they could understand the risk-level associated to a range of exciting colours. I also created the logo based on the chosen darker mood board.

Research

After interviewing the primary stakeholder and reviewing existing company materials, my team and I did extensive secondary research, to better understand the competitive landscape. We analyzed a range of company websites to gather elements for inclusion in upcoming releases.

Naming

The client came to us without an existing brand which meant I was free to explore a range of options for the product name and  branding. After multiple rounds of brainstorming for potential names, I came up with the winner: “ORKESTRA”. It was a technology-forward name, short and memorable, and it represented the main benefit of the product; the orchestration of shipping. And the client loved it!

Content Releases

Since our client's ICO was not yet ready to launch, our team focused on high-level aspects of the business for the company website. We made sure to include enough information to keep potential investors interested without showing too much, too soon. Our release plan made the client very keen on launching new sections over time, giving him the control he wanted.

Landing page

The timeframe of the project was short, so I set aside my normal design process (hand sketches, digital wireframes, styled pages and final edits). Instead, my design process was almost fully done in Wordpress, from the "wireframes" to the final design. I used a theme and was able to customize it, even hacking the WP theme code at times to make it function the way I wanted.

Product Mockups

I created various screens that showed some of the main functionalities that potential investors and customers would be most interested in, such as shipment-tracking, quote-to-book, and the main dashboard. These were the screens that our client felt would resonate best with potential customers.