Building a Competitive National Brand for Delivery ExpansionBuilding a Competitive National Brand for Delivery Expansion
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alexis pilon
• May 24
My client wanted to take his delivery business national. He didn't have a brand to do it with.
He'd been white-labeling his service, operating without a real identity. The only thing he had was a logo he used on paperwork. No brand system, no website, no digital presence.
If he was going to expand across Canada and compete with Uber, Skip The Dishes, Intelcom, and Amazon, that had to change.
Here's how we built it from the ground up. Before I opened Figma, I asked my client two questions: what's your goal, and who are you up against?
The goal was clear: national expansion. The competition? Some of the biggest logistics and delivery brands in the country.
So I studied each competitor's website. Not just how they looked, but how they felt. How they communicated across different touchpoints. What their brand language said about their positioning.
I needed to understand the standard before I could build something that stood next to it.
Brand DesignFigmaaffinitystudio
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