Northline
A logistics platform moved from spreadsheet chaos to a single operational surface: new identity, new product face, one system underneath.
The problem
Northline ran a growing freight operation on seventeen spreadsheets and a brand that read as a fax cover sheet. Dispatchers could not see the day; customers could not see their cargo; the sales team apologized for the website before sending it.
The brief was not "make it pretty." The brief was: make the operation visible, and make the company look like what it already was on its best days.
The move
Weeks one and two produced a written definition of the operation: every actor, every handoff, every number that mattered before noon. The identity came out of that document, not out of a mood board: layered planes for routes, one signal color for exceptions, a mono voice for data.
Design and engineering ran as one motion from week three. The dispatch board, the customer tracking view, and the public site shipped from the same token system, so the brand and the product stopped being different animals.
Sample metrics, replace with measured results
“The board finally looks like the company we kept describing in pitches. And dispatch stopped printing things.”
Want a case like this
with your name on it?
Send the brief through the form on the home page, or email directly. We answer with a point of view, not a questionnaire.
Start a project