CargoWise exists in an industry where complexity is unavoidable. The challenge for us was find a way to embrace this complexity and ensure that the scale of the platform could be visualised and communicated in a simple way.
Working alongside strategic partners Tortoise & Hare, we focused on a number of key areas including the information architecture and navigation, home, demo and product page templates, and overall visual system.
Our work on the navigation included a new mega-menu that provides a clearer overview of CargoWise’s connected solutions, supporting more direct, exploratory pathways to make it easier for users to find what’s most relevant to them. Across the homepage, demo and product pages, we shifted the emphasis from describing features to communicating value. Content was centred around customer needs, proof points and next steps, helping users understand not only what CargoWise does, but why it matters to their operations.
The visual system focused on extending the existing brand through a flexible suite of components, product-family iconography, background gradients, and subtle motion to help communicate the scale, technicality and sophistication of the platform.
The result of this work is a clearer, more confident digital expression of CargoWise, one that is easier to navigate, understand, and act on, while serving as a solid foundation for ongoing improvement.
