VPL Website

Rooted in healthcare logistics, VPL was evolving from a medical-surgical shipping provider into a pharmacy tech platform offering real-time visibility, optimized shipping options, and digital tracking for the “last mile” of specialty cold-chain medication delivery. The problem: the brand and product hadn’t kept pace with this strategic shift.
Holden Ellis partnered with VPL to lead a comprehensive repositioning of both product and brand. Grounded in market analysis, competitive research, and customer listening sessions, we redefined VPL’s value proposition to align with its current mission and offerings.
We then revitalized the brand—starting with a new visual identity and culminating in a redesigned web experience focused on product demos and lead capture. This transformation extended to the product itself, with updated UX/UI that reflects the new brand and empowers pharmacists to work at the top of their licenses.