iPost Parcels
Website Rebrand.

The problemThe site was inheriting DHL's identity, but DHL's visual language was built for business shippers, detailed in-situ photography documenting the logistics of a parcel's journey. Applied to a consumer audience, that language felt corporate and cold. The people using this site weren't logistics buyers; they were ordinary senders posting a gift or a return a few times a year. The experience needed to sit unmistakably within DHL while feeling nothing like the B2B proposition.

The decisionRather than reuse DHL's photography, I built the parcel journey out of illustration. It kept the recognisable red and yellow, so the brand link was never in doubt, but replaced the corporate tone with something lighter and more human and gave the illustrations a functional job, explaining each stage of sending without leaning on extra copy.

The benefitA single decision solved two problems at once: it drew a clear line between Send DHL Parcel (B2C) and DHL Parcel UK (B2B), and it made an occasional, personal task feel approachable rather than industrial matching the way this audience actually thinks about sending a parcel.

The original experience prioritised services and customer types over customer intent. Research showed that most visitors weren't looking to explore, they simply wanted to send a parcel. I restructured the information hierarchy around that core task, elevating the quote journey while moving secondary content further down the page to support rather than compete with the primary action.

To reinforce this shift, I introduced a more approachable illustration style that clearly differentiated the B2C experience from DHL's corporate services. Every design decision aimed to reduce friction, improve clarity and guide customers towards one primary task and one obvious next step.

Completing a shipment is the most demanding part of the experience, so the forms were designed to guide customers rather than simply collect information. Information is introduced progressively, revealing only what's needed at each stage, while related inputs are grouped together to reduce cognitive load and make longer forms feel more manageable.

Clear progress indicators, price breakdowns and contextual feedback continually reinforce what has been completed, what happens next and how each decision affects the journey. By treating forms as part of the overall experience, not just a collection of inputs, the booking process feels simpler, more transparent and easier to complete with confidence.