Since its founding, Urban Express has been the best and biggest same-day messenger service in New York City. But recently, Urban Express has become a specialty logistics company with a North American footprint, providing four distinct services; they had outgrown their old brand. We developed a new name, and designed coordinated graphic expressions of the five entities: the new umbrella company brand, UX Specialized Logistics, plus the four individual businesses — UX Same Day, UX Home Delivery, UX Assembly & Installation, and UX Warehousing. We then rolled out the full new brand, including logos, website, collateral, uniforms, signage and more.