Challenges with the Old Website

The previous site presented several issues:

• Outdated, cluttered visual design
• Poor mobile compatibility and user experience
• Disorganized structure and confusing navigation
• Slow load speeds and weak SEO performance
• Inconsistent branding that didn’t reflect the company’s professionalism

The original logo, while somewhat recognizable, lacked modern appeal and didn’t align with the company’s mission and services.

Project Goals

• Reposition XPSSC as a modern, reliable logistics partner
• Refresh the brand identity with a clean, minimalist logo
• Redesign the website to be visually compelling and fully responsive
• Improve site performance and structure for better engagement and SEO
• Present services clearly to drive inquiries and trust

Target Audience: Business decision-makers and maritime professionals seeking reliable logistics services in South Africa.

Branding & Logo Redesign

While the previous logo held some foundational value, it lacked visual coherence and failed to communicate XPSSC’s positioning. We reimagined the brand identity to reflect clarity, strength, and professionalism.

The New Brand Identity Conveys:

• Trust & Efficiency – through clean typography and balanced color choices.
• Professionalism & Simplicity – using a minimalist design language suited to global logistics.
• Maritime Reliability – subtle nods to nautical elements without overcomplicating the visual structure.

The new branding is future-ready, easily applicable across digital and print assets, uniforms, and signage.

Website Design & Development

We built the new website on a custom WordPress framework, providing flexibility for future growth and ease of content management. The design focused on clarity, speed, and storytelling through service-oriented content.

Key Improvements:

• Fully responsive design for seamless access across all devices.
• Improved page structure and navigation, reducing friction for visitors.
• Performance optimization for faster load times.
• Consistent visuals and color palette aligned with the new brand.
• Prepared for future scalability, including optional features like blogs, contact forms, and case studies.

Tools & Tech Stack:

• CMS: WordPress (Custom Theme)
• Plugins: WP Rocket, Yoast SEO, ACF, Elementor
• Design: Adobe Illustrator, Sigma

Results & Feedback

Client Feedback:
“This redesign was exactly what we needed to elevate our image. It’s clean, modern, and finally reflects the quality we offer our clients.”

Initial Results:

• Bounce rate reduced by 35%
• Average time on site increased by 50%
• Mobile engagement grew by 40%
• Significantly improved internal feedback and client confidence

The transformation gave XPSSC a competitive edge in a highly operational and trust-based industry.