Title	BRINGING TOGETHER EUROPE'S DELIVERY EXPERTS AS ONE INTERNATIONAL NETWORK
Brand	DPDGROUP
Product/Service	PARCEL DELIVERY GROUP
Category	A02. 360° Brand Identity
Entrant Company	LIPPINCOTT London, UNITED KINGDOM
Advertising Agency	LIPPINCOTT London, UNITED KINGDOM

Name	Company	Position
Lee Coomber	Lippincott	Senior Partner
Mark Scragg	Lippincott	Partner
Vincent Parisse	Lippincott	Senior Partner
George Bigden	Lippincott	Senior Associate
Jemma Jackson	Lippincott	Associate
Vimmi Sveinsson	Lippincott	Designer

Brief Explanation

GeoPost is one of the largest parcel delivery groups in Europe, delivering more than three million parcels each day through its constituent brands – DPD, Chronopost, Exapaq, SEUR and Interlink Express.

The Brief

Historically, the group’s success had been built on the autonomy of its business units – offering close proximity to customers in each country, and the ability to adapt locally to changing market conditions and demands. In an evolving parcel delivery industry, GeoPost wanted to address new growth opportunities in consumer and international delivery created by the e-commerce boom. We helped GeoPost redefine their brand strategy, architecture, visual expression and experience to seize these growth opportunities and realise the Group’s ambition to be recognised as international delivery experts.

How the final design was conceived

A thorough diagnosis across 15 business units, involving employees from the leadership to the front line, enabled us to understand the group’s strengths and ambitions. Leveraging these insights, we created a new positioning for the group: ‘Closer Connection’. The brand idea, “Closer Connection” positions the business as delivery experts who build closer connections with their customers through personal responsibility, brilliant simplicity and the flexibility to adapt. It was developed to set a common direction internally and inspire collaboration. We then helped GeoPost to progressively integrate the positioning into all aspects of the business, throughout every touchpoint ranging from the customer digital journey, to employee service behaviours and from vehicle livery and uniforms to environment signage, including the development of signature experiences that build upon GeoPost’s existing strengths. The first of these signatures are ‘Predict’, an innovative time-delivery service, and ‘Pickup’, the Group’s PUDO network, both reinforcing the idea of simplicity and convenience for its customers.

Indication of how successful the outcome was in the market

We helped GeoPost and its businesses build their reputation as international delivery experts. We also helped to redefine their brand architecture and designed a new visual identity system. A key part of this work was the creation of DPDgroup, a new name to bring the international network together and to endorse the Group’s commercial brands. We created the ‘red cube’ as the heart of the new visual identity, a symbol to serve as the visual connection between the businesses. The simplicity of the red cube reflects DPDgroup’s straightforward and pragmatic approach. By owning the category symbol – the parcel – the identity also reinforces their stature as delivery experts. The red cube is an evolution of the previous DPD logo, expressing pride in the past, whilst being resolutely modern and future-oriented. The new lowercase typography suggests a more human and less institutionalised approach, and the refreshed red will serve as the group’s signature colour. DPDgroup was officially revealed on March 18, 2015, indicating a new chapter in the group’s life. Our partnership has opened the way to a longer and deeper transformative journey for the group.