Engagement length
9 Months | ACTIVE
Industry
AI Logistics
What we did:
Positioning Sprint
Brand Development
Website Design & Copywrite
Video explainer
Sale deck
Cold email campaign
Social Media Content
LOGIDOX is an AI-powered document automation platform for supply chain and logistics companies. It reads messy logistics information from emails, images, and documents, and turns it into structured, system-ready data, so operators can scale volume without scaling headcount. LOGIDOX is trusted by ASX-listed and privately owned logistics operators, including Linfox and Patties Foods.
Challenge
Despite a strong technical product, GrowInsight's messaging wasn't converting. Describing itself as an "analytics tool for clinics" put it in the same bucket as generic BI platforms and spreadsheets — a comparison it couldn't win on features alone.
Solution
What we did
Koollab ran a two-week Positioning Sprint to name the buyer, name the specific pain, and build a story that carried through every touchpoint. That positioning became the foundation for a full brand identity and design system built specifically for logistics environments, not a generic AI-startup look. From there, Koollab built out the full GTM strategy to carry the new language into every channel that mattered: the website, a sales deck the team could use in the room, and a cold email campaign designed to test the new messaging directly with real buyers.
Product Positioning
Over two weeks, we developed and tested six messaging frameworks to define Logidox’s positioning. The process focused on identifying what makes the brand unique, understanding the alternatives available to its ICP, defining the right market category, and establishing how to communicate its value in a way that resonates with the target audience.
Workshops- Brand Strategy
The brand strategy workshop focused on defining the foundations of the brand, including its positioning in the market, the associations and perceptions it aims to build with its audience, and its brand voice. The goal was to establish a clear, consistent identity that differentiates the brand and guides how it communicates across all touchpoints.
Brand Identity
Developing a visual brand identity that translates the brand strategy into a clear, consistent visual language that communicates the right message and reinforces its positioning.
Logo
At the centre of the symbol is a subtle, integrated arrow formed through the interaction of interlocking shapes rather than drawn explicitly. This hidden arrow represents movement, progression, and guidance, with information being directed forward out of chaos and into operational clarity.
The arrow is intentionally restrained. It reveals itself only upon closer inspection, reflecting how LOGIDOX operates in practice, quietly orchestrating complex data flows behind the scenes without demanding attention. This reinforces the idea of LOGIDOX as invisible infrastructure, always working, rarely seen, yet critical to everything moving correctly.
The surrounding geometric forms represent fragmented logistics information such as paperworks, digital files and systems converging into a single, controlled pathway. Together, they communicate clarity through flow, direction through structure, and system logic over manual effort.
Colours
Most AI and SaaS brands look the same. The LOGIDOX palette was built to stand apart. Deep navy brings the credibility enterprise buyers expect, while soft mint makes the brand feel human and approachable. Bright accents add energy where it counts. It reflects the brand’s purpose: AI that empowers people to focus on what matters most.
Sale Deck
The 10-slide LOGIDOX deck maps to it:
Cover: sets up the problem, “End logistics paperwork chaos.”
Before and after: the alternatives and their limits. Manual work is slow, inconsistent and doesn’t scale.
Team: credibility, with the team, investors and top users.
Use cases: the perfect-fit customer and where LOGIDOX fits: freight audit, proof of delivery and pallet dockets.
Value breakdown: differentiated value. What each use case delivers and why LOGIDOX wins.
Solution: the three core benefits, tied back to the problem.
Customer outcomes: proof from Patties and Linfox.
Partners: more proof, through the ecosystem.
FAQs: objection handling, built in rather than left to the call.
Call to action: the ask, with a clear next step.
The deck follows a proven B2B pitch structure, moving from the problem and the limits of manual work to differentiated value, proof and objection handling.
Ads/ content
The visual direction combines conceptual metaphors and human-centred humour to communicate the transformation from fragmented logistics data and manual inefficiencies to clarity, structure, and control. Directional road imagery symbolises alignment and forward progress, while high-contrast, expressive photography highlights the stress and cost of manual work. Together, these approaches position Logidox as the invisible system that brings order to complex operations, without relying on predictable logistics clichés or overly technical visuals.
Website
The landing page has 9 sections, each built to move the buyer one step closer to a conversation:
Hero: states the core promise and gives two clear next steps.
Product visual: shows the product in action, so visitors understand it in seconds.
Problem: names the specific pain logistics teams feel every day.
Solution: answers each problem directly, in the buyer’s language.
How it works: breaks the product into three simple steps.
Use cases: shows where LOGIDOX fits in real operations.
Testimonials: builds trust with proof from well-known clients.
FAQ: handles objections before they become blockers.
CTA: closes with a clear invitation to speak to the team.
See live: https://www.logidox.ai/
Impact TL;DR
Unprompted partner outreach within weeks of the new positioning going live — now a recurring monthly lead source
Gave the team a messaging framework they can use on sales calls, one that explains the product in a way that actually lands
Saved the team hours every week — content that used to take hours to write is now handled entirely
Gave GrowInsight a story that scales with the product, instead of needing a rewrite every time it adds an integration
Koollab's impact on Logidox Go-To-Market
A message the team can point to at scale:
The "before" homepage read like every other AI dashboard pitch, "Enable faster, smarter operations." The live "after" version names the actual pain: "End logistics paperwork chaos. Grow your business, not your costs." It is backed by concrete proof points now live on site: AI trained specifically for logistics paperwork, an 80% cut in manual office work costs, and enterprise-grade security and data protection.
A message that converts on the first send:
The new positioning was built to hold up everywhere, not just on the website. It was carried straight into a sales deck and a cold email campaign, and the results came fast: from a small test batch of senders, the new messaging converted a paying customer in the first week.
Real client validation now on the record:
Named logistics operators are now quoted directly on the Logidox site behind the new positioning. Linfox's GM of Digital & Analytics credits the platform with helping the business modernise back-office processes and make employee workloads more sustainable, while Patties Foods' Head of Supply Chain points to greater control and transparency over freight costs.
A referral engine of its own:
"We've already referred Koollab to several founders in our network," says Dan Pace, Founder at Logidox.
"The Koollab team cut through the usual agency theatre, glossy decks, inflated retainers, drawn-out 'get to know you' workshops, and delivered a focused, high-value session aligned to us as a B2B SaaS start-up defining a new brand identity. The process was structured but never rigid. We challenged each other, had a few laughs along the way, and worked methodically through a framework that genuinely sharpened our thinking. If you're a founder who wants substance over theatre, they're well worth a chat."
Dan P
Co-Founder @LOGIDOX
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