CML A new look for a logistics provider


Core Management Logistics (CML) was formed in 1990 and specialises in international freight forwarding, warehousing, multichannel fulfilment, value added services (VAS) and returns processing. Over the last two decades CML has grown in both stature and reputation and now has a number of large clients including M&S, Office Depot, Soho House and Lulu Guinness.

After working closely with CML across design, marketing and PR, we were approached to redesign their website. The existing website was no longer meeting the needs and requirements of the business, or its users, and needed an overhaul to bring it up to date.


To complement CML’s development and vision, CML needed a new website that fully showcased the modern, forward thinking company that it is.

We created a clean and contemporary looking website to elevate the company’s online presence. It was important that the website not only looked the part, but also had an easy end-to-end journey, with a clear menu system and correct content hierarchy. With a large amount of content sitting on the site, and a variety of key services to display, this was essential to ensuring that users could quickly and easily find what they were looking for.

User research was at the centre of the design process, with continuous testing being carried out throughout the project. Starting off with card sorting exercises and initial guerrilla research, we identified the key user and business needs. This helped us ensure architecture and designs were built for users first, and with these users needs firmly at their core. We also used this research to map out several user journeys that encouraged users to engage and interact with CML through the website. Before launch, usability testing was carried out to refine some of the finer details of the design before the website was pushed live.

Alongside redesigning the front end, we also redeveloped the backend to bring the CMS inline with the latest technology. It was crucial to CML that adding and making changes to content was fast and easy, and also that the CMS was extendable to allow for easy updating, and Wagtail fit this brief perfectly. This provided a much quicker and more user friendly experience for the marketing team, which was very important to CML.


CML now has a contemporary and well-designed website, which is responsive across all web browsers and devices. Built upon a solid CMS, we’ve made it much easier for the team to keep the website constantly updated with interesting thought leadership pieces and CML news, allowing them to fully showcase CML’s offerings and expertise within the industry.

“CML are extremely pleased with our new look website which provides the visitor with easy to use menus and graphics to access key information. The site has a modern contemporary feel and is now more representative of CML as a business. RKH provided the creativity and technological know-how to enable us to achieve this. As a result we are already seeing increased traffic with more users visiting the site.” - Kerry Delaney, Commercial Director at CML.