Fast Track Delivery

For the past month we#nbsp;have been engaged in#nbsp;a#nbsp;complex project. Fast Track Delivery is#nbsp;a#nbsp;logistics company based in#nbsp;Gush Dan, handles deliveries throughout Israel from Haifa to#nbsp;Be’er Sheva.

Having met the owner, who had experience in#nbsp;the industry and decided to#nbsp;launch her own project, we#nbsp;matched spirits and started working on#nbsp;the development of#nbsp;the company.

The starting conditions: a#nbsp;number of#nbsp;customers, contractor drivers and a#nbsp;vision of#nbsp;what the company should become.

Of#nbsp;course, we#nbsp;started with analysis. Having taken trial routes (one-off and prefabricated), we#nbsp;got a#nbsp;feel for the mood and approach, and once we#nbsp;got to#nbsp;know the team, we#nbsp;realized the prospects.

The first step should be#nbsp;simple#nbsp;— the company needs a#nbsp;face, and the existing logo didn’t really fit:

We#nbsp;created a#nbsp;new one with a#nbsp;base of#nbsp;emotion brought by#nbsp;the brand:

The owner of#nbsp;the company wanted to#nbsp;see the box as#nbsp;a#nbsp;metaphor for delivery. We#nbsp;stylized it#nbsp;in#nbsp;isometrics, adding the image of#nbsp;a#nbsp;courier handing over a#nbsp;red-orange parcel. The handwritten letters pei (פ) and tat (ט) from the Hebrew abbreviation were also sewn into the grapheme.

The color scheme was chosen by#nbsp;steering away from companies that could be#nbsp;perceived as#nbsp;competitors#nbsp;— blue Wolt, black and yellow Yango, leaving the market, orange 10bis, etc.

The logo took more than a#nbsp;week to#nbsp;come to#nbsp;life, but in#nbsp;the end, both employees and customers loved#nbsp;it. An#nbsp;existing client, a#nbsp;Belgian chocolate gift manufacturer, presented his creation as#nbsp;a#nbsp;token of#nbsp;appreciation for his work:

This human attitude with sincere gratitude and became key in#nbsp;the decision to#nbsp;cooperate.

Then we#nbsp;paid attention to#nbsp;the domain name and website (naming was left outside the scope of#nbsp;work)#nbsp;— "FTI" is#nbsp;consonant with fintech acronyms, and "fti-delivery.co.il" is#nbsp;long and complicated#nbsp;— eftiihyphendeliverykoil (in#nbsp;Hebrew and Russian it#nbsp;is#nbsp;not simpler).

"FTD" and "ftd.co.il" were approved from the get-go. Next was the website. The previous one was created on#nbsp;Tilda, which we#nbsp;support, since for the vast majority of#nbsp;simple tasks this constructor is#nbsp;more than sufficient:

The main minuses are: stock bad photos, banal slogan, empty texts#nbsp;— all this does not convey the mood, does not solve the task.

We#nbsp;took on#nbsp;the task of#nbsp;developing a#nbsp;simple business card site. We#nbsp;realized the reason for the lousiness of#nbsp;almost all Hebrew sites. It’s a#nbsp;really painful job#nbsp;— right-to-left text and block layout require special attention and the use of#nbsp;corrective scripts.

The result, with a#nbsp;minimum of#nbsp;graphics (original in#nbsp;preparation, current work by#nbsp;Midjourney), trilingual, complete in#nbsp;nature and prepared for the inevitable coming refinements is#nbsp;ready: https://ftd.co.il/en.

At#nbsp;the same time, we#nbsp;changed the slogan to "Free to#nbsp;desire", denouncing the essence of#nbsp;existence#nbsp;— to#nbsp;allow partners and recipients to#nbsp;spend time on#nbsp;what they desire instead of#nbsp;worrying about building logistics or#nbsp;nerves from waiting.

It’s especially gratifying to#nbsp;work with FTD, seeing the speed of#nbsp;innovation. During the logo development, even before the website was finalized, a#nbsp;number of#nbsp;advertising banners and even corporate T-shirts for drivers were prepared:

Having finished with the external, we#nbsp;started on#nbsp;the main thing: the#nbsp;IT system and marketing both external and internal.

Having familiarized with the current system from all sides, having carried out possible improvements, unfortunately, we#nbsp;came to#nbsp;the conclusion about its further inapplicability for a#nbsp;growing company.

We#nbsp;have formed a#nbsp;list of#nbsp;requirements, are studying existing solutions on#nbsp;the market, and are holding calls with developers.

In#nbsp;parallel, we#nbsp;participate in#nbsp;strategic sessions to#nbsp;attract suitable drivers, new customers and retain existing ones. Approaches have been formulated, a#nbsp;bonus system has been developed, and benefits have been outlined. The task is#nbsp;particularly interesting due to#nbsp;high competition and the departure from the market of#nbsp;a#nbsp;strong player#nbsp;— Yango.

This project, because of#nbsp;the deep involvement, is#nbsp;becoming more and more significant#nbsp;— a#nbsp;work in#nbsp;progress!