FedEx wanted to rearticulate their iconic brand, and we were up for the challenge. We needed to create a design that would not only be fresh and modern but also stay true to the FedEx legacy.

We started by exploring how we could use the "x" in the logo as a graphic element. By incorporating angles and close crops, we drew the viewer's attention to the focal point of each composition, emphasizing the idea of connection that FedEx is known for.

Adding a new accent gradient in FedEx orange and purple created a tonally resonant color scheme that is instantly recognizable to customers. By layering in footage featuring natural "x" shapes, we reinforced the brand's message of interconnectedness in a dynamic and visually compelling way.

The result was a series of designs that breathed new life into the FedEx brand while retaining its well-earned equity.

FEDEX
Trade School