OrangeDS is a global ecommerce logistics company serving 220+ countries. I was responsible for designing a complete iconography and illustration system that simplifies complex logistics information and strengthens brand consistency across web, product UI, social media, and event banners.

My role covered research, creative direction, grid development, system design, iconography, illustration, and visual storytelling.

Logistics is complex, users often struggle to understand technical concepts like landed cost, customs clearance, cross-border shipping, and parcel tracking. OrangeDS needed a visual system that could:

Simplify information

Improve usability

Express the brand identity

Maintain consistency across all touchpoints

Stand out from competitors visually

I collaborated with the senior team to understand the product ecosystem, service hierarchy, and user pain points. We conducted moodboard sessions focusing on:

Logistics workflows

Ecommerce behavior

Visual direction (minimal, geometric, expressive lines)

How top logistics brands simplify information

I also studied a dedicated course on iconography to align my work with global standards.

Before sketching, I built a foundational system guided by 4 pillars:

Type: Based on Space Grotesk’s geometric structure

Color: Brand blue (#021BFF) + Orange (#FF5100) gradients for modernity

Form: Rounded strokes, soft corners, expressive gap-lines

Function: Must work at small sizes, be instantly recognizable, and readable across web + print

I developed a 16×16 and 24×24 geometric grid, ensuring:

Perfect balance

Pixel-sharp clarity

Consistency across 100+ icons

Smooth scaling for both UI and large expo banners

Every icon began as a pencil sketch → refined using geometry → completed in Figma.

I explored multiple concepts for:

Tracking

Cross-border shipping

Landed cost

Customs duty

Drop-off points

Warehousing

Partner store onboarding

Customer service

Omnichannel fulfillment

Icons were iterated until they matched the visual language perfectly. I used continuous-line motifs + round gaps to reflect movement, speed, and connectivity, key brand values.

I delivered:

A modular visual language built on geometric consistency

The system was deployed across:

Website

Product UI

Social media feed

LinkedIn communication

Expo banners

Pitch decks

Email communication

Marketing campaigns

The new visual system created measurable improvements:

Improved comprehension of logistics workflows

Strengthened brand recall through consistent color & form

200× increase in social media reach in 15 days after iconography rollout

Higher user engagement on the website

Increased booth visibility at the White Label Expo

The icons helped users instantly understand complex logistics services, reducing cognitive load and enhancing decision-making.

Grid System

Iconography System (100+ icons)

Pictograms

Illustrations

Hero visuals

Visual consistency guidelines

Export-ready assets

How visual systems drive clarity in tech-heavy industries

Balancing aesthetics with strict functionality

Building scalable icon systems that work across product and marketing

Creating brand memory through color & geometry