Overview
GXO, a global logistics technology company spun off from XPO Logistics, partnered with Lippincott to create a distinct digital brand that embodies innovation and scale.Collaborating with Lippincott’s New York team, I helped shape how the brand lives and moves digitally — defining its motion language, web interface, and visual systems that express GXO’s technological edge and human energy.
Challenge
As a newly formed company, GXO needed to establish credibility and clarity in a crowded logistics market while differentiating itself from its parent brand, XPO. The challenge was to translate a complex B2B story into an engaging, digital-first experience that feels dynamic, modern, and global.
Solutions
Collaborated with Lippincott’s New York office to design and build GXO’s digital presence, contributing to the development of the website and broader brand expression.Worked across visual systems, motion, and digital interface design to bring the brand’s identity to life online — defining how the brand moves, scales, and behaves across platforms. My work spanned UI architecture, motion direction, and component design, helping to shape a modular system that supports GXO’s ongoing growth. The resulting experience combined movement, clarity, and precision — presenting GXO as a modern logistics brand powered by technology and human ingenuity.
