Route Optimisation Software Organisation

Technology Company Rebrand & Website

Fable&Co. were approached by innovative Route Optimisation Software organisation MaxOptra to deliver a strategic rebrand to help them to define & own their territory in an exciting, growing market.

Beginning with a tailored brand workshop, comprehensive customer surveys, & a vigorous competitor analysis, we were able to unearth MaxOptra’s differentiators, & identify an untapped niche for the brand to own; the small-to-medium sized fleet delivery market.

Conceptual Insight

Throughout the research process, Fable&Co. were able to uncover a key conceptual insight for the brand: Geometry; an ancient method for navigating through space & time. Geometry uses mathematics to intricately calculate distances using sophisticated thinking to deliver simple outcomes, which draws obvious parallels with MaxOptra’s value proposition.

The Identity

Fable&Co. utilised this insight visually throughout the rebrand process, from the core identity system, through to iconography & interface design.

The core brand icon uses geometric shapes to showcase ‘M’ & ‘O’ in an abstract monogram, with a strong nod to directional navigation & simplicity. The colour palette was chosen to represent a highly sophisticated & credible organisation, portrayed through the clean visual identity, professional & dependable navy colour, combined with a vibrant green, hinting at the positive environmental impact & energy provided through MaxOptra’s technology.

Humanity at the Fore

The benefit of implementing route optimisation software is to make planning & logistical processes far more efficient & straight forward, allowing brands & businesses to focus on maximising customer satisfaction & experience.

We wanted to make this clear through every element of the rebrand by positioning MaxOptra as highly personable & relatable, compared to their more automated & corporate competitors. In order to showcase their humanity, we visualised the anticipation & emotion inherent in receiving deliveries – placing humanity at the forefront of all touchpoints, while the complex software runs smoothly in the background.

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Brand Proposition

This approach was also highlighted in the core brand proposition statement ‘Simplified Route Optimisation, Smarter Customer Experience, Effortlessly Delivered’. The double meaning epitomising the high value & transformational impact provided by MaxOptra’s innovative software.

Project Deliverables

Research & Brand Strategy
Competitor Analysis
Brand Workshops
Brand Surveys
Brand Positioning
Brand Messaging
Logo Design
Brand Identity
Brand Animation
Photography
Corporate Stationery Design
Marketing & Advertising
Interior Office Graphics
Website Design & Development
Creative Consultancy & Project Management

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“Whilst learning the true sophistication & power of their technology, it was complex & unrelatable to the average consumer. Key was transparency in communicating successful deliveries & the personal touch from the customer service team. Whilst others focused on the tech, we ensured this humanity was evident & championed throughout the identity & across all brand touchpoints. ”
Jack Archer, Account Director, Fable&Co.