FedEx

During my two years as Brand Design Lead at FedEx, I ran a design team that shaped the identity and digital presence of two of the company’s most important ventures: FDX and ShopRunner.

FDX, launched in 2024, was FedEx’s bold step into e-commerce—a data-driven platform designed to unify the customer journey from demand generation to delivery and returns by tapping into the scale of the FedEx network. Building the brand from the ground up meant leading a full process from concept to execution. I began with research and competitive analysis to understand how FedEx could stand apart, then collaborated with leadership to establish brand pillars around innovation, trust, scale, and visibility. These ideas drove the creative direction as I developed moodboards, refined typography systems, and built a color palette that balanced FedEx’s equity with a modern edge. From there, I translated the identity into a full set of guidelines and led the execution across the FDX website—designing wireframes, high-fidelity layouts, and interactive brand applications that made complex features feel clear, approachable, and enterprise-ready. The result was a cohesive, modern identity that positioned FDX as a future-focused extension of the FedEx brand.

From there, I shifted focus to ShopRunner, a consumer-facing membership service acquired by FedEx that offers free two-day shipping, easy returns, and exclusive retail perks. I developed the visual brand and redesigned the website while also leading the creation of social campaigns and product marketing assets. This work ensured ShopRunner not only stood on its own but also fit seamlessly into FedEx’s broader ecosystem.

Together, these projects allowed me to define how FedEx presented its most forward-looking products to both enterprise customers and everyday consumers—bringing cohesion, clarity, and impact to platforms at the center of FedEx’s digital evolution.