Florunner: scaling global logistics

Strategic brand transformation for B2B expansion

The challenge: Florunner’s original identity was outdated and contained critical technical errors (including typography and structural inconsistencies), undermining their status as a premium air-freight provider. They needed to transition from a "local supplier" look to a global tech-logistics powerhouse to enter the Eurasian market.

Role

Lead Brand Designer

Task: brand identity redesign

My Senior Role As Lead Brand Designer, I didn’t just fix the visuals — I built a scalable design system. I audited the existing brand flaws, corrected structural errors, and developed a high-contrast visual language optimized for both digital tracking platforms and large-scale transportation.

Duration

October 2025 — November 2025

Key impact

+ Strategic alignment: positioned the brand for B2B expansion through a precision-driven grid system.
+ Operational scale: created a versatile framework for complex international air-shipping documentation and corporate assets.

Research & Strategy

The goal was to bridge the gap between high-speed air logistics and the delicate nature of the floral industry, moving beyond standard industry clichés like literal aircraft imagery.

The key steps:

+	Market analysis: identified visual codes of reliability and global reach within the B2B air freight sector to ensure a premium positioning.
+	Concept evolution: shifted from direct metaphors to a sophisticated visual symbol that combines technical precision with organic freshness.
+	Future-proofing: developed a mark designed for high-performance integration into a broader design system, including complex patterns and digital assets.

From ideation to result

Before

After

Visual balance & Optical correction

Color strategy & System

The Challenge

Before the redesign, the brand suffered from a complete lack of visual consistency: the logo colors didn't match the stationery or digital assets, creating a fragmented and unprofessional "visual noise." My task was to eliminate this chaos while respecting the client’s attachment to their legacy palette.

Strategic Solution

+	Market analysis: identified visual codes of reliability and global reach within the B2B air freight sector to ensure a premium positioning.
+	Concept evolution: shifted from direct metaphors to a sophisticated visual symbol that combines technical precision with organic freshness.
+	Future-proofing: developed a mark designed for high-performance integration into a broader design system, including complex patterns and digital assets.

Typography & Legal risk management

During a technical audit, I discovered that the previous typeface was being used illegally without a commercial license, creating a significant legal risk for the brand. Additionally, the original font had severe legibility issues:
the "fl" character pair lacked proper kerning, causing the letters to merge into an unreadable "blob" — specifically in the company name Florunner.

I replaced the problematic font with Poppins — a modern, geometric sans-serif. I selected it for its close aesthetic resemblance to the client's preferred style, but with vastly superior technical performance.

+	100% legal & scalable: ransitioned to a high-quality open-source font, eliminating licensing costs and legal overhead for global expansion.
+	Optical clarity: solved the "fl" merging issue through Poppins' generous kerning and clean geometry, ensuring the brand name remains crisp at any scale.
+	B2B authority: the clean, balanced weights of the new typeface reinforce the brand’s positioning as a precision-driven logistics leader.

Before

After

Scalable pattern system & visual identity

The brand previously lacked any unified visual language or brand assets, leading to inconsistent and amateur-looking communication. The goal was to build a comprehensive pattern system from scratch that would feel premium, recognizable, and versatile.

Instead of a repetitive, "literal" use of the logo, I developed a multi-layered pattern system. This ensures the brand remains cohesive across various scales and materials, from delicate packaging to large-scale shipping assets.

+	Conceptual diversity: developed three distinct pattern directions—ranging from organic floral motifs to technical, "logistics-driven" geometric lines.
+	Functional adaptability: the system is designed to be modular. It can be "dialed up" for high-impact marketing materials or dialed down" for clean, professional B2B documentation.
+	Seamless integration: created a library of assets that allow the brand to scale globally without losing its unique visual "voice," providing the client with their first-ever professional brand toolkit.

Brand ecosystem & Physical presence

To build a versatile toolkit that ensures professional consistency across all dimensions—from large-scale transportation to premium business stationery.

Implementation Strategy:

+	Seamless scaling: engineered to maintain geometric integrity from 15-meter trailers to high-detail print.
+	Information design: focused on clean, structured layouts to simplify complex B2B service data.
+	Tactile unity: unified every touchpoint to reinforce professional authority and long-term partner trust.

Brand guidelines & Standardization

To ensure long-term brand consistency, I developed a comprehensive set of Brand Guidelines. This document serves as a "source of truth" for the client, internal teams, and third-party vendors, providing clear rules for every visual element.

Key Components:
Visual standards: precise rules for logo, clear space, and usage.
Technical assets: color palettes (CMYK/RGB/Pantone) and typography.
System logic: guidelines for pattern application across all touchpoints.