Design Logic: Designing an Original Concept
When That’s Nice was approached to help redesign the Yourway brand, our creative and strategic teams prioritized emphasizing the company’s existing values, which include consistency and structure.
Yourway is highly professional and organized — their clients entrust them with shipping and storing their most valuable materials and keeping them safe enough for delivery to patients. Our mission was to convey the sense of ease and trustworthiness that Yourway brings to its consumers through a design regimented enough to match the brand.
What’s in a Name
Our redesign began with the name, which was modified from “Yourway Transport” to the more direct “Yourway.” This decision was made because the brand was moving beyond their origins as a specialized transportation company in a niche market to a full-service premium biopharma courier with the ability to pack, finish, and provide ancillary materials. Yourway offers high-level integrated services beyond moving goods from place to place, designed to function holistically. The goal of That’s Nice was to mirror that and to depict each environment in which Yourway operates. We wanted to get that message across through video and imagery so that the customer immediately felt the professionalism and knowledge that Yourway brings to all of their services.
Drivers of Change
Yourway’s clinical business can be thought of as a living, breathing thing — it moves and adapts to where trials take place, how big they are, and how they’re run. In order to keep pace with the evolving market, Yourway is doing a lot more direct-to-patient work, and the products that are being tested in clinical trials are growing in complexity. These drivers are making the business continually more layered and diverse, as Yourway responds to the market by delivering what its customers need.
Yourway is a flexible and reliable logistics partner committed to the safe, efficient, and on-time delivery of clients’ high-value, high-priority clinical materials.
The objective of the brand transformation is to convey Yourway as a multifaceted solution provider. That’s Nice recognized that Yourway was a highly successful, fast-growing entrepreneurial brand that had made a leap forward, and we wanted this to be reflected in their updated identity.