Introduction
Credits
Brand designer
Génesis Peña
The context
Brand identity creation for an early-stage startup focused on automated parcel delivery through local commerce partnerships.
My Role: Led the brand strategy and visual identity development.
Process: Clarified the brand’s positioning and problem statement, defined key personas, and analyzed competitors to identify differentiation opportunities. Synthesized insights into visual territories, established color and design principles, and developed multiple identity proposals rooted in research.
Challenge
Solution
I started by mapping how other logistics and tech-driven brands express themselves — from tone to visuals. The goal was to find the right balance between approachability and innovation, something fresh but still trustworthy. That exploration shaped Puntopost’s personality as close, reliable, and friendly — the kind of brand that feels like a neighborhood ally, not just another delivery service.
The Outcome
The new brand not only clarified the company’s purpose, making deliveries local, simple, and sustainable, but also gave them the tools to grow confidently, with consistent design and messaging across every channel. A solid foundation to scale faster, communicate better, and connect deeper with their community. Within just one week of launch, the new brand was fully adopted across all channels: the announcement campaign went live, and the visual assets were printed in the local shops.
