Evolving a logistics retailer from start up to IPO ready brand
The mission
Easypost is a US-based logistics tech company simplifying parcel shipping through an API-first platform. By integrating with global carriers like UPS and DHL, it enables real-time tracking, smart rate comparisons, and predictive delivery insights.
With unsuccessful rebrand attempts in the past and IPO ambitions ahead, Easypost needed a cohesive brand that matched the sophistication of its platform and the vision of its leadership. The goal: to unify their presence and strengthen credibility across all touchpoints.
The journey
We began with a full brand audit, identifying equity in the existing wordmark and recognizing the need for a more consistent, impactful system. The creative direction aimed to express both technical reliability and user clarity.
At the center of the new identity is a custom symbol, a dimensional ‘E’ inspired by parcels and motion. Conceptually, it reflects the core structure of their API: request and response, sent and delivered. A refreshed wordmark designed by Dalton Maag brought modern clarity, and an expanded graphic system reflects movement and connection.
The brand is anchored by the tagline “Built to Deliver”, reinforcing Easypost’s promise of technical reliability, operational excellence, and user focus.
The impact
Launched in December 2022, the refreshed brand gave Easypost a unified identity across product, marketing, and investor communications. It laid the groundwork for IPO readiness and future growth.
Now integrated with over 100 carrier partners and used by 15,000+ enterprise customers—including Amazon and FedEx—the Easypost platform has shipped over 1 billion parcels.
The brand system is embedded across web, UI, and sales tools, reinforcing Easypost’s leadership in a competitive logistics market.
