GLS
Connecting parcels to people
From an identity refresh to global campaigns, we forge GLS’ creative direction and go full speed towards the future.
CHALLENGE
Fragmented to Connected
GLS is a global logistics network delivering to over 42 countries. As it expanded, the brand had two goals. First, to move from a functional service to a people-centric brand that connects with senders and receivers. And second, to unify its market communications across fragmented positionings and offerings.
APPROACH
Parcels to people.
GLS knows that behind every parcel is a person sending, shipping, and waiting. As shipping is never just going from A to B—and a parcel is never just a parcel, we set forth the new positioning, ‘Parcels to People’.
SOLUTION
Local to Global to Beyond
Our journey started with GLS’ global rebrand. With dynamic design language, bright photography, and a human tone of voice, we put people at the forefront of the brand identity.
Our launch campaign, ‘This is not a parcel,’ embodies this mentality. Built around interactions between GLS and its users, it debuted in 24 markets and made the brand land locally. Our follow-up campaign spotlights parcel shops and lockers, letting e-tailers and receivers know that ‘We’ve got it’ so they can leave their shipping hassles behind.
We didn’t only give GLS a new look. We also refreshed the brand from the inside, shaping its vision, mission, values and employer brand and giving structure to its product naming. Alongside Dentsu and Merkle, our integrated capabilities are helping the brand reach new grounds, people, and ambitions. And our journey continues.
