Brand Strategy
Concept Development
Logo and Brand System Design
Website Design
Brand Guidelines
Collateral
CargoSprint had built a thriving business by solving real-world problems in cargo logistics. As the company expanded across air, ocean, and ground, its capabilities grew broader and deeper – but the narrow market perception as “just a payments vendor” lingered. That perception gap left the brand’s category-defining technology and enterprise traction under-recognized. CargoSprint needed a brand that reflected its full impact while preserving the credibility already earned.
While the industry was busy hyping the concept of “orchestration,” CargoSprint had already built it. Unlike competitors offering slick front-ends and vague promises, CargoSprint’s advantage was hard-won: infrastructure strength, trusted integrations, and proven execution. It was time to shift focus from abstract complexity to tangible outcomes: clarifying CargoSprint’s role in moving cargo faster – with greater efficiency, visibility, and control across every mode.
By bringing clarity to its value proposition, reinventing its identity, and relaunching a more powerful website, S3 McMillan prepared CargoSprint for its next stage of growth – empowering the company to focus on driving cargo velocity at scale and to become even more recognized for what it does best.
Developed a refined value proposition centered on eliminating operational friction across modes.
Designed and launched a new website to tell CargoSprint’s story with clarity, authority, and confidence.
Structured a messaging architecture to align product, sales, and leadership under a common voice.
Built a new positioning framework to clearly separate CargoSprint from orchestration hype by anchoring in tangible business outcomes.
Created a complete brand identity system, from logo refinements and typography to colors, design system, and voice & tone, built for enterprise-grade maturity and flexibility.
“Working with S3 McMillan on our rebrand project was an outstanding experience. It truly felt like a partnership, with everyone bringing passion, creativity, and commitment to a shared goal. Together, we defined, created, and implemented a new corporate identity that resonates deeply across our organization. Our employees and leadership team are genuinely proud of our new brand—and that’s a testament to the collaboration and hard work from both sides.”
Dave Bailey
VP of Marketing, CargoSprint
