DHL is a leading logistics provider and has an extensive consistent brand guideline. Many a times, the teams are faced with challenges to bring certain messages across a strict guideline. We were tasked to create consistent brand experiences that build across all channels from online EDMs to starter kit packaging and print brochures to environment design events. We are constantly looking out for design breakthrough opportunities and our goal is to heighten the level of DHL branding experience with its direct customers.
Planning & Execution
When it comes to corporate customers, DHL wanted to create a fuss free experience especially for first time users. We came up with an idea of a starter kit pack that will indicate simple step-by-step instructions to guide first time users on the processes.
In the Starter Kit contains a welcome letter that introduces the customer’s dedicated Sales Representatives and encourages corporate customers’ maiden usage through a promotion reward offer. There is also a booklet that dictates Step-by-Step instructions from its delivery to its billing procedures and collateral delivery bags and stickers that ease the convenience of a first time usage.
To add in the fun element with a purpose, we threw in existing DHL metal weighing devices and created DHL measuring tapes that could aid users in determining the weight and dimensions of the packages that there are sending.
Online EDMS and Promotional Advertisement are a constant effort throughout the year and we constantly look out for ideas, images and icons to break through the monotony of the template. With a go-green exhibition organised by Garden by the Bay and participated by DHL, we created an opportunity for interaction point for visitors at by designing a photo-taking booth that doubles up as an education tool that shares ideas on how to save the world resources. With the aspect that no one was mending the booth, we had to think of self-pick items that would attract visitors of all ages to visit the booth. From the concept of paper origami, we created flat papers that could be folded into 3-D DHL vans.
Effectiveness / Results
Customers’ interest and satisfaction topped the chart with brand experience heightened to a new level. Sales kit users have responded that the starter kit eliminates the obstacle of using it for the first time also, they loved the metal weighing and measuring devices that empower them with quick convenience before sending a package out.