Background

Pando is a multinational freight management network. An intelligent platform digitising the global logistical framework for the world’s biggest companies. Pando provides rich real time data—connecting shippers and companies through its network. We were approached to develop and design their website to communicate Pando’s intelligent network capabilities as a strategic advantage.

Problem

Pando aimed to introduce and increase adoption of its platform based freight management to a larger section of the Indian market. The audience was threefold: small companies (and long established titans) who hadn’t yet digitised their freight management processes, mid-size companies using the competitor solutions and finally sophisticated global or national companies with highly digitised freight management looking for local options or particular features.

The common message: understand the value of a simple but powerful freight management solution.

Strategy

Use design to communicate simplicity; talk up benefits in a manner that sophisticated firms could appreciate, and first-time digitisers could follow. Show off sophisticated customers.

Design

Pando’s networked freight intelligence is a strategic advantage—and strategy results from planning. Pando makes use of diagrams, graphs and charts to simplify and explain their product’s best features. The network as a service advantage also needed to brought home to first time digitisers.

Pando’s network prowess is illustrated throughout the website using basic blackboard style graphics. These are hand-drawn, and ‘naive’ in character, never rigid or boxy. Images and videos are overlaid with these infographics, charts, shapes and symbols.

The message: great power comes with great simplicity. Pando feels like an everyday app, and the user is invited to be at home with simple network management — while planning and executing complex logistics across thousands of miles of geographical territory.

Impact

Overall, the messaging and the visual language achieve a welcoming introduction into the world of intelligent freight management—simple yet extraordinarily powerful.

The unstuffy website design attracts new and experienced businesses while distancing itself from the overly technocratic feel of other solutions in the same space.