A digital first brand for a digital first company.

Digital branding.


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.

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 important that the brand equity was protected yet needed to be agile in order to evolve at the same time enabling it to be applied to a broad spectrum of digital platforms in the same bold and confident way.

We worked alongside Sorted’s in-house marketing team to apply a digital-first approach to the brand. 

We developed a set of core identity principles that would guide future digital creation to ensure that visual, motion and audio content felt like it belonged to the Sorted brand.

We also wanted to outline how Sorted’s personality should be showcased through future digital creations including responsive user interface layout, cards, buttons, iconography, animation, and social media. It was important to consider these areas when creating the guidelines to allow for a truly rich and consistent experience.

“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.