Stockwells has a longstanding legacy in the freight forwarding and logistics space. With over 50 years behind us, we have established a presence across the globe. In 2024 we launched a revitalised brand and website. The initiative was born out of a mission to blend our family-owned history with our future-forward approach.
We operate at the forefront of industry trends, especially when it comes to freight forwarding technology, customer service and supply chain strategies. This year, when shippers faced uncertainty around the Red Sea disruptions and environmental concerns, we focused on delivering peace of mind.
Our services and skills are constantly evolving to help our clients navigate the freight forwarding landscape. The new Stockwells brand reflects this modernisation while speaking to our personalised service approach.
We sat down with creative agency, INFIX Studio, to dive into the process behind our new brand and website.
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Logo and name
Ella Wood, Writer and Strategist at INFIX Studio, said the rebrand was about looking to the future while reinforcing trust.
“Stockwells is a legacy brand. We wanted to create a modern, confident logo that felt empowered by history. We took inspiration from the yellow line and globe in the original logo – propelling the brand forward with a touch of familiarity.”
Our clients’ trust has been built over many years of delivering on our promises. By streamlining their supply chains, we’re also bringing ease to their everyday workflow. It was important to us that our community could see our new brand and still recognise their trusted partner in freight forwarding and logistics.
Inspired by this approach, the dot in our new logo is a reimagination of the globe shape from our original logo. It is direct and simple, much like our communication style with our clients.
After consulting with INFIX, we knew it was time to define our brand name. We may have been called ‘Stockwell International’ in the early days, but so many people call us ‘Stockwells’ today. This new name became a part of the logo design process, guiding a bold design scheme and concise tone of voice.
Colour palette
Before this rebrand, our most dominant colours were yellow and blue. Our new colour palette still includes these, but in trend-setting shades. This extends across our website, where our logo colours are joined by a new design language that defines each of our services. Ella said this reinforces our seamless customer journeys.
“We defined what made Stockwells distinct in the market and doubled down on it. They make a very complicated process feel easy for their clients. Their brand and website is an opportunity to showcase this.
We created a colour palette that visually categorises each specialty. This also adds depth without feeling overwhelming, much like Stockwells’ extensive industry knowledge.”
The new Stockwells colour palette is a breath of fresh air in their industry. It also helps users navigate their content. In this way, it reinforces their customer experience.”
Website
Our website is where our valued clients come to find the client portal, make a payment or read about industry news. It’s also where new clients come to get to know us better. The platform needed to help both of these groups find what they were looking for, straight away. We collaborated with INFIX to outline the user journey of our website.
“Stockwells’ new website is all about ease and connectivity. From copywriting through to final development touches, we aligned every element with their new brand direction. It’s a consistency that strengthens brand trust and forges a seamless user journey.”
The intuitive nature of our website allows us to outline our specialisations in detail while maintaining a smooth flow of information. It makes it easy to explore key inclusions such as our news and insights, ESG and About page. Every decision was made based on what matters to our clients and how to best showcase what we stand for.
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Move your freight forward with Stockwells
Our experts are here to guide you towards supply chain success. With a revitalised website in action, we’re fully equipped to help you secure competitive rates, cut down on unnecessary costs and connect with the best possible transport options. Please reach out to us for a quote on our freight forwarding and logistics expertise.