project Overview
Partnering with the brilliant team at Revolve, we crafted a new visual identity system for SheikLines, a leading integrated freight solution provider, offering comprehensive freight services to importers and exporters worldwide. With the increasing digitization of supply chain services, the brand needed a clear and impactful identity that could seamlessly transition across both physical and digital platforms.
challenge
Our primary challenge was to rejuvenate the identity of this esteemed brand, preserving its core essence while modernizing its digital presence. The original website was outdated, failing to reflect the brand’s rich history and evolving aspirations. Central to its identity was the iconic camel under a tree, symbolizing the company’s deep-rooted affinity with camels and its cultural heritage.
Our goal was to reimagine this visual identity, retaining its unique qualities while creating a fresh, cohesive design that seamlessly adapted to the digital era. By balancing tradition and innovation, we crafted a visual language and website experience that honor the brand’s legacy and position it in a contemporary context.
approach
discovery
We conducted stakeholder interviews with 20 internal and external participants to gather insights on brand perceptions, understand user needs, and challenges. Additionally, we analyzed industry reports, case studies, and expert surveys on supply chain digitization. We also conducted a competitor analysis, evaluating, key players in the Ghanaian supply chain industry. We then reviewed of brand’s history, mission, and customer testimonials to helps align the rebranding efforts with the company’s essence.
DEFINE
Due to the nature of the project, we are unable to share detailed user research insights, stakeholder interviews, empathy maps, or personas developed throughout the process. However, here are a few key highlights from our findings.
Supply chain industry shifting towards digitization (AI, IoT, blockchain) with emphasis on sustainability and eco-friendly practices.
Brand is seen as reliable, enduring, and customer-centric. Integrity, efficiency, and customer satisfaction are at the heart of the brand.
The current website is outdated and difficult to navigate. A streamlined, modern approach will improve brand’s digital potential.
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DESIGN
Drawing inspiration from Michael Jordan’s iconic Jump-man 23, we infused the idea of flight to craft an identity that embodies the essence of Sheik Lines’ values. Our approach centered on leveraging the camel’s attributes to encapsulate the core values of Agility, Reliability, Trustworthiness, Adaptability, and Global Reach.
DESIGN
The new logo, depicting a jumping or flying camel, serves as a dynamic symbol that powerfully communicates the company’s ethos. This symbol embodies the spirit of agility and strength, effectively representing Sheik Lines’ identity and its commitment to these fundamental values.
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