FedEx is the $18 billion industry leader and its logo on everything from planes to drop boxes is an icon. But the FedEx Global Brand Management Group was less than impressed with the message that its 50,000 couriers were sending to customers when they struggled with their handheld terminals, printers and other tools. ZIBA Design applied 3D branding, a balance of visual aesthetics and interaction study to ensure that the tools the couriers used would earn them the desired reputation as high-tech, modern, personal, leading-edge, efficient and enthusiastic.