loqaal

Overview

loqaal is a logistics staffing company in the Netherlands that connects experienced professionals with the organizations looking for them. They work small-scale and hands-on, taking time to understand who someone is and what an organization actually needs.

I handled the full scope: brand identity, visual design, strategy, and development.

The challenge

The logistics staffing market runs on volume. Large platforms and agencies optimize for throughput, and candidates often feel interchangeable. loqaal's founders had a different premise: personal relationships lead to better placements. The site needed to make that philosophy tangible while serving two audiences at once, both job seekers and employers.

The logistics sector is also its own world. People are practical, pressed for time, and quick to dismiss anything that feels hollow. The design and copy had to be direct.

Approach

The brand identity is built around restraint. A serif italic wordmark, a palette of black, white, and warm amber. The amber carries the identity across the site, marking actions and drawing attention without competing with the content. Typography stays functional and grounded, matching the tone of the industry.

The site separates the two user journeys clearly. Job seekers see active vacancies on the homepage in a scannable list: role, location, salary range, all visible at a glance. A scrolling ticker adds momentum. Employers find a dedicated section explaining loqaal's process and value.

Testimonials

A staffing company that has only recently launched needs to build trust quickly. The testimonials page carries significant weight here. Quotes from both employers and candidates appear as floating cards layered over documentary-style photography from the logistics industry, set against a rich, warm background. The treatment is editorial. Each quote is attributed by name and role, tying the words to real people and real placements.

The team section

The "Over loqaal" page introduces the advisors behind the company. Each profile shows a photo, role description, direct phone number, and links to LinkedIn and email. In a sector where trust grows through personal contact, showing exactly who you'll be working with matters more than any mission statement.

Development

The site runs on Next.js with TypeScript and Tailwind CSS. The vacancy listing is structured for easy updates and built to scale as loqaal's roster of open roles grows. Mobile performance was a particular focus. Logistics professionals are often between shifts and checking the site from their phones.

Impact

loqaal launched with an identity that sets it apart in a market full of generic platforms. The site gives the company a credible, professional foundation that reflects how they actually work: personally, directly, and at a human scale.