Sorted | A digital first brand for a digital first company | Tall


A digital first brand for a digital first company

What did we do?

Strategy, Brand Digitisation


Manchester-based, Sorted works with international clients including ASOS, Lush, French Connection and Missguided to provide custom-built, software applications for logistics and supply chain solutions.

The challenge

Sorted had a brand that was very bold, confident and worked brilliantly offline, however their brand guidelines did not detail the thinking or guidance required for their teams to market across digital channels. Due to this it had become open to interpretation.

It was really important that the equity was protected and that the brand was building but evolving it at the same time so that it could be applied to a broad spectrum of digital platforms in the same bold and confident way.

“We worked with Sorted’s creative in-house marketing team to take their existing brand and apply a digital-first approach to ensure it works across all channels.”

Guy Utley
Creative Director

A collation of sorted device graphics

Every aspect of the brand was revisited and refined to create a consistent digital-first user experience.

We worked alongside Sorted’s in-house marketing team to apply a digital-first approach to the brand. The project outline how Sorted’s personality should be showcased through future digital creations including responsive user interface layout, cards, buttons, iconography, animation, and social media.

Connecting the line

Sorted’s world is one connected by lines. These lines could be a package on its way to a customer, information travelling from driver to depot or the many lines of code we write to make our technology perform incredible functions. For us, a delightful delivery experience comes from these lines being connected.

The brand appearance is structured according to this concept to reinforce the identity across a wide array of executions and communication.

We broke this down into two core principles which we think can inform our communication.

Two core principles

Sortedprinciple one
Sorted principle two

The snap

So what do these powerful connections look like? Feel like?
For Sorted, it is the Snap. The snap is a magnetic force which ensures elements become connected and aligned with a precise and purposeful motion. Our animation curve is inspired by this concept and give guidance for all movement.

Storytelling was brought to life with a new personality

Sorted like many brands use engaging content and storytelling to communicate, complicated matters such as integration instructions or details of the works of a product or service, so it's important that guidelines around animations, illustrations and sounds were also considered. to allow for a truly rich and constancy experience.


Sorted icon set one
Sorted icon set two
Sorted icon set three
Sorted icon set four
Sorted icon set for mobile


Sorted illustration style


“Tall worked closely with our in-house design team to understand our world. They were also very respectful of our current brand, developing a set of digital guidelines and assets that we can now confidently use in-house to help further build our evolving brand. Their work has been exceptional, getting to really understand us, our world and the challenges we faced.”

Lee Thawley - Head of Brand at Sorted.

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