Brand Strategy + Creativity
Brand Strategy + Creativity
When Worldnet International approached Paceject, they were already a trusted courier to some of fashion’s biggest names — but you’d never know it by looking at their brand. Visually indistinguishable from corporate giants like DHL or FedEx, the company had no distinct voice, cultural presence, or identity beyond reliability. Under the surface, though, was a story worth telling: Worldnet had been founded by a brother-and-sister duo from London. Their mother had remortgaged her house to fund their move to New York — a deeply personal sacrifice that set the tone for the business. The company wasn’t just shipping boxes. It was invested in the success of its clients. That was the hook — and it was completely untold. Paceject set out to rewrite the narrative.
The plan was bold: reposition Worldnet as not just a courier, but as a cultural insider — the logistics partner of the fashion world. Instead of pushing cold outreach and corporate messaging, the team built an inbound brand strategy focused on storytelling, authenticity, and creative community.
Key moves included:
Reframing the brand identity around empathy, sacrifice, and hustle Introducing a new voice — playful, fashion-forward, human Launching an merch line to build street-level cultural capital
Shifting the sales strategy from outbound chasing to inbound magnetismThe new tagline? #wegiveaship — printed across early t-shirts, hoodies, and limited-edition pieces.
The first item was a simple blue Worldnet logo tee — a nod to the company’s roots, worn internally and gifted quietly to a few select clients. At first, recipients sent back photos with a request not to post them publicly. They didn’t want to be associated with a logistics company. That didn’t last long. Paceject's strategy was to create exclusive, thoughtful, handmade merch — including hand tie-dyed t-shirts, sequined tees for Pride, and limited drops produced in-house at the warehouse. Carefully placed with stylists, showrooms, and insiders, the pieces started showing up everywhere:
— Fashion Week backstages
— Afterparties
— Designer showrooms
Every high profile fashion brand began requesting pieces. The hoodies weren’t even for sale — and that was the point.
“It’s the ultimate nod to insider fashion.”— Kelly Conner, Market Editor | VOGUE
The real turning point came when Frank Ocean was spotted at ComplexCon wearing a blue Worldnet hoodie. The same design appeared in his i-D photo essay. Then, on Black Friday, Ocean dropped a hoodie collab via @blonded — and the internet exploded.
"The original hoodie was crafted by Gary Craughwell, Ocean was seen rocking a Worldnet hoodie at this year's ComplexCon."
Trace William Cowen, Senior Writer | COMPLEX
With cultural momentum fully in motion, media took notice. Vogue, Hypebeast, Complex and eventually The New York Times. all covered the rise of Worldnet asthe courier company that became a fashion flex. The NYT wrote a full profile on the front page of its fashion section:
“Worldnet is the shipping company for the fashion world.”
— The New York Times
Paceject didn’t use PR. The buzz was built from the ground up, through cultural placement, storytelling, and relentless iteration.
The campaign became one of the most unlikely — and effective — brand transformations.
— 10x increase in website traffic
— 150,000+ leads generated from merch campaigns
— 12% growth in existing business within 6 months
— 15–20 inbound requests per day from fashion brands, stylists, and creatives
- Thousands of requests when a drop was released
— Brand perception flipped — from “just another courier” to a fashion-world essential.
Even internally, skeptics became believers. A once outbound-driven sales team found themselves fielding daily inbound leads. One salesperson famously asked, “What am I supposed to do if I’m not contacting clients?” Six months later, they had more leads than they could handle.
Worldnet’s transformation created a lasting shift in how the brand was seen across the industry. What began as an experiment in identity and culture became a textbook case in emotional storytelling, product placement, and viral brand building — all without paid advertising.
The campaign inspired unsolicited endorsements from some of the biggest names in fashion media, positioned Worldnet as a go-to brand for creative industries, and completely redefined how a B2B company could show up in culture.Internally, the strategy sparked new life in the company. The inbound model didn't just boost numbers — it gave the sales and operations teams a reason to rally around something bigger.
The hoodie, once a humble blue tee, became a symbol of the company’s values: care, hustle, and boldness. New hires cited the campaign as one of the reasons they wanted to work at Worldnet.
Clients began seeing the brand not just as a partner — but as part of the culture. Here’s what Paceject delivered:
Brand Identity Strategy: Uncovered and built the brand story from scratch, rooted in the founders’ personal journey and values.
Cultural Positioning: Reframed Worldnet as a fashion-world insider, not just a vendor — using tone, placement, and storytelling.
Voice & Visual Refresh: Defined a new tone of voice and visual direction that blended logistics grit with fashion-world wit.
Merchandise Campaign: Conceptualized and created a strategic merch program to build demand, drive brand visibility, and generate leads.
Influencer & Stylist Seeding: Identified and placed gear with high-impact individuals across fashion week, showrooms, and backstage.
Earned Media Playbook: Built enough cultural momentum to attract media organically — no PR agency or ad budget required.
Inbound Sales Strategy: Swapped cold calls for lead funnels, form submissions, and merch-triggered client conversations.Internal Brand Activation: Shifted team perception from “just shipping” to “cultural players,” improving morale and talent attraction.
Worldnet didn’t just rebrand. They became a case study in what happens when you embrace what makes you different — and turn that difference into a cultural advantage.That’s what Paceject does best.
For The Pleasure.
