Toll Consumer Delivery
BRAND + IDENTITY
DIGITAL PLATFORM DESIGN
In 2012, Toll, Australia’s largest logistics company, launched a new Consumer Delivery service for online retailers. In order to sell this offer – first to businesses, and then to consumers – Toll needed not only sales materials, but a clear understanding of the service they were developing and its value to the market.
Understanding the new service and the competitor landscape required extensive research and internal consultations. The project included:
• A Brand Value Proposition (BVP) for the new service
• Infographics defining and visualising the new service
• Design of print and digital sales materials
• Design of exhibition stands and displays
• Concept and art direction for promotional films.
The most rewarding moment of the whole project was when Toll’s Head of Strategy unfolded the delivery process information graphic and exclaimed,
“This is what we do!”
No one inside the organisation had articulated or visualized the new service in full before. It became a valuable tool for internal communication between management, sales and operations divisions before it was presented to customers.
The success of this project led to Blueboat undertaking brand positioning and sales process design projects for the four Australian-based Toll business units, developing Brand Value Propositions and promotional materials for each.
Role: Lead Designer