KIM
Eindhoven
NL
Flexport
Team
Sunjin Kim: Creative Direction + Design
Seth Gutierrez: Strategy + Design
Project
Rebrand
Year
2017
Creative Direction + Designer
What I did
Design Strategy
Visual Concept
Brand Identity
Brand System Design
Brand Guidelines–Content Writing
Art Direction
Design
The rebranding initiative for Flexport was grounded in core design principles: utility, adaptability, objectivity, and flexibility. These principles guided the development of a new wordmark and symbol, characterized by geometric precision and cleanliness, and complemented by a minimalist color palette and art direction.
Emphasizing functionality and modernity, the design choices prioritized essential elements to ensure clear communication while avoiding unnecessary embellishment. Notably, the Flexport wordmark features a unique capability for dynamic letter combinations within the lockup—reflecting the brand's agility and adaptability.