Challenge
//01
Convoy built software that makes freight shipping less painful. Their product worked. Their customers loved it. But their brand looked like every other enterprise software company from 2012.
Gray and blue color scheme. Stock photos of warehouses. Messaging full of words like "optimize," "streamline," and "leverage."
They were losing deals to flashier competitors with worse products but better marketing. And when prospects landed on their website, they bounced within seconds because nothing explained what the company actually did.
Deliverables
//02
Deliverables
Complete visual rebrand (logo, colors, typography, design system)
Messaging framework & voice guide
Website redesign & copywriting (Webflow)
Sales deck & one-pagers
Email templates & nurture sequences
Launch campaign (LinkedIn, Google, content)
Results
//03
9 months after rebrand:
Demo requests up 180%
Sales cycle shortened by 5 weeks on average
Win rate increased from 28% to 46%
$22M Series B raised (new brand helped investors see the vision)
Featured in FreightWaves and Supply Chain Dive
Back
Convoy — Rebrand
A repositioning and content strategy for a direct-to-consumer furniture brand struggling to differentiate in a sea of copycats.
Year
2024
Services
Brand Strategy, Rebrand
Industry
B2B SaaS