Sensos: Brand System
Sensos — Brand System, Sales Enablement & Design Governance
Year: 2023—2024
Role: Creative Director
Sector: Logistics & supply-chain technology
Focus: Brand systems · Sales enablement · Presentation design · Design governance
Context: Sensos is a technology startup operating in the logistics and supply-chain sector. The company develops software that aggregates and contextualizes real-time global logistics data, as well as a connected smart label that makes shipments traceable, secure, and condition-aware throughout their journey.
Following a successful Series A funding round, Sensos was preparing to operate at a significantly higher level — commercially, strategically, and in terms of brand perception.
Context
Sensos is a technology startup operating in the logistics and supply-chain sector. The company develops software that aggregates and contextualizes real-time global logistics data, as well as a connected smart label that makes shipments traceable, secure, and condition-aware throughout their journey.
Following a successful Series A funding round, Sensos was preparing to operate at a significantly higher level — commercially, strategically, and in terms of brand perception.
Why this project existed
Sensos was entering a new phase.
With increased visibility and C-level sales conversations, their existing visual language — a minimal startup-style guideline and loosely defined assets — no longer supported the level of credibility required.
The immediate trigger was urgent: a high-stakes CEO-level sales presentation.
The broader need was structural: a brand system that could scale and be used independently by marketing, sales, and non-designers.
My Role
I was brought in as Creative Director to elevate how Sensos presents itself — externally and internally — while ensuring that teams could operate autonomously after my involvement.
My responsibilities included:
- Creative direction and narrative framing
- High-impact C-suite presentation design
- Redesign of brand guidelines and visual system
- Website design mockups and visual direction
- Sales and marketing material frameworks
- Presentation and document templates (PowerPoint, Word)
- Infographic logic usable without design software
- Coaching teams on system usage and image selection
A Key Decision That Shaped the Outcome
Early on, it was clear that Sensos did not want to blend into the visual language of its competitors.
The logistics tech space is crowded with brands that communicate complexity through restraint and neutrality — often at the cost of memorability. For the initial CEO presentation, I made a deliberate decision to break with the existing guidelines and push toward a bolder narrative.
I reframed Sensos as a high-tech control tower: a system that brings clarity and light into the uncertainty of global logistics.
This meant stronger contrasts, more cinematic pacing, animation, and visual tension — not as stylistic excess, but as strategic positioning.
The success of this presentation validated the approach and directly informed the broader redesign of the brand system that followed.
What was delivered and why it mattered
Deliverables
- Flagship CEO-level presentation with narrative flow and animation
- A redesigned brand system and style guide
- Website visual concepts and design direction
- Sales, marketing, and internal templates
- Tool-agnostic frameworks enabling non-designers to work on brand
Impact
- Elevated Sensos’ perceived maturity and credibility in C-suite contexts
- Enabled consistent communication across sales, marketing, and leadership
- Reduced dependency on designers for everyday materials
- Created a system that supports speed without visual drift
A human note
Working with Sensos was intense and genuinely exciting. Like many startups, they combined strong ambition with limited structure — which required listening carefully, filtering intent, and designing systems rather than decorations.
Balancing long-term vision with operational reality is where design becomes leadership. Being trusted to shape a foundation they still build on today is something I remain genuinely proud of.
