Delivering Exactly on DX’s ambitious growth strategy
The website visual system was inspired by DX’s 50 year proud heritage and reflects a business who deeply care about their customers reputation.
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In need of more creativity
The people behind the logistics network
DX has moved the UK’s goods and documents since 1975, through 110 sites and 5,000 colleagues. Under new ownership, it needed to present itself as a unified business, with one end-to-end service, and it needed a website to prove it fast. We took it from kick-off on 22 December to a new site on a new domain in the first week of February.
What DX needed
We first rebuilt DX’s website in 2021, giving customers a clearer route to tracking, support and sales. By late 2025, the business had new owners, a new chief executive and ambitious plans for growth, and the job had changed. DX’s six services, from freight and fulfilment to final mile, were still presented division by division, and outside its loyal customers, few people knew how much it could do.
One business, one proposition
In a rapid discovery, we moved the story from divisions to services: one business and one end-to-end proposition, organised around what customers need moved and the industries they work in, from healthcare and life sciences to automotive and manufacturing. The homepage line “Where others can’t, we deliver” sits alongside DX’s own tagline, Delivered Exactly, to say what makes it different.
Showing the network, and the people in it
DX’s difference is physical: its own sites, its own fleet and its own people across the UK and Ireland. We evolved the visual system to show it, turning the DX lozenge into a journey line that runs end to end through the site, and moving to black-and-white photography of real operations and the colleagues behind them. A short film of the network opens the homepage.
Six weeks, over Christmas
Strategy, UX, design, content, SEO and development worked as one team. We designed a new homepage, service, industry and help templates, rewrote and populated the content, moved more than 120 help pages and the whole site to the new dxlogistics.com domain with redirects in place, and built in SEO and analytics from day one. Customers tracking a parcel now find it in one click.
What changed
- Kick-off to launch in around six weeks
- DX now presents itself as one business with one story, on a site built to grow with it
- Six services and their industries brought together in one story
- 120+ help pages moved to the new dxlogistics.com domain
- Improved Google’s organic rankings by 66%, which saw a 7% increase in organic search traffic to the website
- Website engagement rate increased by 4%
- Conversions increased by 31%
