Reinventing the customer experience for Europe's delivery experts

GeoPost is one of the largest parcel delivery groups in Europe, operating through its constituent brands — DPD, Chronopost, Exapaq, SEUR and Interlink Express — to deliver more than 3 million parcels each day. In an evolving parcel delivery industry, GeoPost wanted to address new growth opportunities in consumer and international delivery created by the e-commerce boom. So, the brand came to Lippincott for guidance.

We did a thorough diagnosis across 15 business units, involving employees from leadership to the front line. This revealed the group’s ambition to become the best delivery partner to work with. Leveraging these insights, we created a new positioning for the group, “Closer Connection,” to set a common direction internally and inspire collaboration. It positions the business as the experts of parcel delivery, who build closer connections with their customers through personal responsibility, brilliant simplicity and the flexibility to adapt.

To build their recognition as international delivery experts, we redefined their brand architecture and designed a new visual identity system. A key part of this work was the creation of DPDgroup, the new name to bring the international network together and endorse the group’s commercial brands.

At the heart of the new visual identity, we created the “red cube,” a symbol to serve as the visual connection between the businesses. An evolution of the previous DPD logo, the red cube expresses pride in the past while being resolutely modern and future-oriented. Its simplicity reflects DPDgroup’s pragmatic approach. By owning the category symbol, the parcel, the identity also reinforces their stature as delivery experts. The new lowercase typography suggests a more human and less institutionalized approach. The refreshed red serves as the group’s signature color.

The launch of DPDgroup opened the way to a deeper transformative journey for the group. The new brand, positioning, logo and visual system have been well received with 50,000 delivery experts and business partners embracing the new direction. For the first time ever, DPDgroup has implemented a Pan-European performance measurement program across 20 countries, 22 business units and 8,700 employees. They’ve also introduced a group-wide governance model, brand center and procurement diagnosis, which have resulted in significant cost savings.