The old identity read like a traditional logistics company, while NUPCO had become a technology platform running a national supply chain. That gap between what the company did and how it looked was costing it credibility with international partners.
We built a visual system around the idea of the connected network — a flexible mark, a palette that moves from clinical blue into technical violet, and a unified icon set covering more than 400 touchpoints from packaging to data dashboards.
We reviewed every existing brand asset and interviewed 12 company leaders.
We developed the mark, palette and type, then stress-tested them on real cases.
We delivered an interactive guide and trained the in-house team on it.
The Rivals team understood the healthcare sector faster than we expected. The result is an identity we're proud to put in front of international partners.