parcelLab, Brand & Product

SERVICES: ART DIRECTION, IDENTITY DESIGN, BRAND STRATEGY, LOGO DESIGN, WEB DESIGN, PRODUCT DESIGN, MOTION, PRESENTATION, EVENT DESIGN, BRAND GUIDELINES

$112M

Series C

800+

Customers

175

Countries

4

Years In-House

I designed the visual identity for parcelLab, a SaaS startup that grew from a European specialist to a global enterprise player — raising a $112M Series C in 2021 and expanding from 38 to 175 countries over four years. I joined as their first in-house designer, taking over from an external agency, and owned the entire brand across product, web, and physical touchpoints for the duration of that growth.

Challenge & Approach

parcelLab had an existing brand built by an agency, but no internal design ownership, no guidelines, and no consistent system to scale with. As the first in-house designer, I took full ownership — building the brand foundation from scratch while simultaneously delivering across every channel the company needed, from product UI to trade show booths.

The identity had to grow with the company: credible enough for enterprise sales in the US, flexible enough to cover four distinct products — Convert, Engage, Retain, and Platform — and coherent enough to hold together across digital and physical spaces.

Homepage & Product Animation

The homepage needed to do more than introduce parcelLab — it had to explain four distinct products in a single, coherent experience. I designed an animated demo section that walked visitors through Convert, Engage, Retain, and Platform in sequence, showing each product in context with real UI examples. The goal was to make a technically complex post-purchase platform feel immediately tangible to any visitor, without requiring them to read a word.

Product Pages & Logos

Each of parcelLab's four products — Convert, Engage, Retain, and Platform — required its own visual identity within the broader brand system. I designed a logo for each product and a dedicated landing page, creating a consistent visual language that connected the product suite back to the parent brand.

The logos share a common design logic while remaining distinct enough to stand apart — giving each product its own recognisable character without fragmenting the overall identity.

Booth & Event Design

I designed the full trade show booth for parcelLab, along with all supporting event assets — flyers, brochures, social media content, and video for the screens. Everything was built from the same brand system, so the experience felt cohesive from the moment someone walked past the booth to the moment they picked up a brochure.

The booth needed to communicate a complex product suite instantly and at scale. The solution was to lead with social proof — trusted by 800+ brands worldwide — and use the full product lineup as a visual anchor, letting the brand do the talking before any conversation started.

Brand Guidelines

I created parcelLab's brand guidelines from scratch — a complete document covering brand overview, logo usage, typography, colour, visual elements, photography, and tone of voice. It became the single source of truth for every team in the company, from marketing to sales to product.

The system extended beyond the core guidelines into ready-to-use assets: a PowerPoint sales deck template, lower thirds and outro animations for customer interview videos, and a full set of branded presentation layouts. Everything a fast-growing team needed to show up consistently, without having to start from scratch every time.

IMPRESSUM / DATENSCHUTZ