Exlense is a technology company that makes customs clearance faster and more reliable. Their platform automates DECO declarations, helping brokers and end-users reduce errors, stay compliant, and save time.
When we met Exlense, they were preparing to launch. They had a strong idea but needed a brand system and digital presence that could earn trust from regulators, partners, and early users.
Customs is complex. Processes are often manual, regulations change quickly, and errors can create costly delays. Exlense set out to solve this with automation. But to succeed, they needed to look and sound credible from day one.
The challenge was to design a brand that showed precision and reliability — without falling into the clichés of “tech innovation.” They needed an identity that was simple, functional, and strong enough to support growth.
Exlense needed to enter a complex, regulated space with clarity and trust. The focus was to define a brand that felt established from day one — practical, precise, and ready for growth.
We began by defining Exlense’s place in the market. Through positioning work, we showed that their difference lay not in being another “innovative tech” company but in being the reliable bridge between brokers, end-users, and customs authorities.
We shaped a clear value proposition built on three promises: efficiency, compliance, and seamless integration. This message guided every decision that followed.
We also created a simple framework for the brand:
With strategy in place, we moved into design. The logo became the centerpiece of the identity. It shows the three parties in customs clearance — broker, end-user, and customs authority — as three connected lines. The red line represents the missing link that Exlense fills. A central dot turns the mark into a lens, tying back to the name and symbolizing oversight and clarity.
The wider identity system was built to be minimal and precise. Clean typography, a focused color palette, and simple layouts reinforced the brand’s technical credibility while making it easy to apply.
We then built the website. A one-page platform that explained the product directly and clearly: automation that reduces manual work, ensures compliance, and integrates with existing workflows. The design guided visitors step by step, showing how Exlense removes friction from customs clearance.
To support operations, we also designed business cards and practical materials. Every element was built to be consistent and ready for immediate use.
The brand gave Exlense a credible launch — with every element designed for clarity, trust, and usability.
