Delivering on a brand promise for over 20 years


Delivering on a brand promise for over 20 years

The situation

FedEx delivers to more than 220 countries and territories around the globe, serving businesses of all sizes as well as consumers. For over 20 years, Tank has delivered innovative online solutions for complex shipping and printing transactions. We have written, designed and developed emails reaching millions of customers every year. Our team has architected and designed integrated marketing campaigns to drive growth across business units. The market has changed and we have evolved together as collaborators and brand champions.


Brand collateralCampaignsContent strategyDesign systemsDevelopmentEmail/displayExperience designGo-to-marketPrototypingUI design & developmentVideo


Over the course of 20 years, Tank has earned the trust among our FedEx colleagues to have a more fundamental impact across the entire brand system.

Experience design

For over two decades, Tank has been designing, enhancing and rethinking a number of FedEx applications including shipping, tracking, and rating. The process is iterative and collaborative, from user flows and wireframes to detailed application designs, which we often develop into a working prototype. Together with FedEx and their research firm, we’ve traveled the world to conduct rounds of usability testing with customers in preparation for launch.

Brand collateral and artifacts

Whether we’re increasing shipping to Japan and India or leveraging the FedEx sports sponsorship to drive incremental shipping, we’ve accepted the challenge, creating beautifully designed print and online campaign elements for targeted customers with targeted goals.

In A/B testing, our updated modular, responsive email system showed up to 5X increase in conversion of promotional offers.

Content creation

Tank developed a point of view on messaging for FedEx services and logistics, and put it to work across various communications, writing for campaigns, a native app, and a new modular email system that could be consistently adopted across multiple partner agencies and content creators.