In 2019, Maersk released their newest product innovation, Captain Peter, a virtual assistant created with the goal of taking their customer experience to the next level. With over 380.000 refrigerated containers on the move at any one time, Maersk companies now have full access to their cargo’s conditions and location, 24 hours a day. Captain Peter keeps an eye on the container’s temperature, humidity, and CO2 levels, and notifies them if something needs attention, offering full transparency into a once opaque journey. I led the product design process for Captain Peter, developing an identity and user experience that stood out from the traditional Mærsk offering. It was important that this product had an identity which set it apart from traditional Mærsk branding, ushering in a new era of innovation in digital products for the company.