Looking to boost brand affinity overseas, international freight forwarder B Global wanted a distinctive new visual identity and design system to apply seamlessly across a variety of assets, including an intuitive new iOS mobile app, a Boeing 767 cargo jet, shipping containers, and OOH advertising across Europe and the US.

Inspired by their global reach, we played up the circle as the principal geometric figure in the brand's graphic universe to emphasize connectivity; accentuating the roundness of its word mark to stand out clearly on signage, print, and digital materials, and curating a full palette of blues reminiscent of its modes of transport: ocean and sky.