Logistics real estate urbanised

The missing link in logistics


E-commerce and urbanisation are intensifying the requirement for faster logistics solutions. Because while most consumers typically are located in and around the major cities, storage facilities are typically not. Up until now. Newly founded Mileway is the missing link in urban logistics real estate. Making that “last mile” in reaching the consumers a lot shorter.


Number one from day one


Mileway owns and operates approximately 1,000 properties, totaling 9 million square meters, in urban areas across Europe’s largest economies. That makes them the largest owner of urban logistics real estate in the business. Essen was contracted as an early active partner to set the strategic, verbal and visual foundations of the new brand.




Giving way to Mileway


Urban logistics real estate is in the intersection of three vastly different segments – real estate, logistics and e-commerce. By decoding the category belonging and recoding the unique positioning, the brand platform was formed. With the vision of becoming the number one gateway to urban consumers combined with the concept of last mile, the name Mileway was born.

Color me perfect


The brand identity was also developed with an intersection in mind. The premium timelessness of real estate. The functional performance of logistics. And, the friendly characteristics of e-commerce. The result being a dynamic yet sophisticated multi-color identity. Blue for real estate, red for logistics, yellow for e-commerce, and green for prosperity and growth.

An extensive image bank


The imagery communicates the business on both micro and macro level. The people making the business work. The properties shot in beautifully precise angles, illustrating precision and professionalism. The urban scenery portraying the proximity to the cities. All combined with playful graphic patterns communicating the sense of moving with the rapidly changing urban environment.

The greatest launch


The implementation was extensive. And intense. We did the UX, UI, front and back-end development, and content production for the global website from scratch. We also helped implement the brand throughout the organization with all the campaign and communications material that comes with it. All this in just 3 months. But if you’re willing to go that last mile, you’re sure to bring it home.

“We are so proud and excited to share with the rest of the world what an outstanding brand we are. Essen has been a true partner to us along the way. Working hard, going the extra mile, driven to make it all happen! On behalf of the Mileway team – thank you!”

Olga Kononova, Marketing Director, Mileway


  • Brand platform

  • Brand positioning

  • Naming


  • Visual identity

  • Verbal identity

  • Iconography

  • Illustrations

  • Motion design

  • UX/UI design

  • Website

  • Guidelines


  • Copywriting

  • Scriptwriting

  • Photography direction and production

  • Campaign

  • Implementation plan

  • Design templates

  • Office templates


  • Front-end development

  • Back-end development

  • Prototyping

  • Integration support