Creating a new brand focused on customers


When eBay Enterprise was spun off from eBay during the namesake company’s divestment from PayPal, eBay Enterprise emerged as an unknown brand holding the name recognition of its predecessor, but with no clear story of their own. Then, eBay Enterprise combined with Innotrac, another significant player in the logistics and fulfillment space, to become the world’s largest omnichannel technology and operations provider.

With carte blanche, the combined entities renamed to Radial, and the resultant company needed to extricate itself from a history of spinoff activity that was obfuscating both identity and brand potential. Further, it needed to communicate its renewed commitment to customer satisfaction, and differentiate its offering from other existing logistics firms. To do that, they turned to the brand strategy experts at Siegel+Gale.


We embarked on a branding engagement that spanned research, positioning, messaging, visual identity, digital and social strategy, collateral and experience design, and employee engagement that would help Radial better understand its place in the market, embrace its unique new position, and stand apart from the competition.

Our team developed a new brand platform that would ensure Radial would be able to grow their business at scale, but ensure customer satisfaction every step of the way. This definitively customer-first positioning was complemented with the development of powerful, bright and friendly brand personality and messaging that tells a story of customer satisfactions, and manifests in the company’s new tagline: Be commerce confident.

To bring this story to life visually, our design studio worked with Radial to create an identity that would attest to the company’s seamless approach to connecting commerce and operations. This identity centers on a distinctive word mark that was hand drawn to capture the symmetric and integrated experience behind the Radial brand—a single line that incorporates every letter in “Radial”. “What Siegel+Gale did was deliver a face for the brand, but they also went beyond that to deliver a voice and a personality,” says Brad Dorfman, Creative Director at Radial, “coupled with the purpose and the promise, the brand is very expressive.”

Further, the website we developed features an intuitive navigation and fluid user experience that reflects the experiences Radial provides its customers. Our employee engagement program prepared Radial personnel to tell the brand’s new story, and live its promise every day.


The new brand strategy made an impact almost immediately. “The reception internally has been outstanding,” says Dorfman. “I’d say that everyone, including both clients and vendors, but also the executive team, has given the new brand tremendous feedback.” The brand has also generated an immense interest in industry trades and the press. “It feels entirely different than the two companies that we were in the past—Radial is something completely new.”

Not all rebrands can feel so significant both internally and externally for a company, but by all accounts, Radial has made the transition from two combined entities to one fully formed whole.

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