FedEx Courier Tools & Branding Strategy Research


Client: FedEx

FedEx is the $18 billion industry leader and its logo on everything from planes to drop boxes is an icon. But the FedEx Global Brand Management Group was less than impressed with the message that its 50,000 couriers were sending to customers when they struggled with their handheld terminals, printers and other tools. ZIBA Design applied 3D branding, a balance of visual aesthetics and interaction study to ensure that the tools the couriers used would earn them the desired reputation as high-tech, modern, personal, leading-edge, efficient and enthusiastic.

"The research team did an excellent job illustrating the application of design guidelines in the design of various courier accessories that not only make work easier on route personnel, but increased and built brand equity. It's a textbook example of how thorough and creative design research can directly feed a design program." - Bryce Rutter, IDSA

Contact: Michael Francis,
ZIBA Design, Inc.,

Designers: ZIBA Design, Inc.