TruckSmarter
Building trust in an industry skeptical of change
As the founding brand designer I was tasked with developing a brand from 0-1 that would speak to the unique sensibilities of truck drivers. This audience is hardworking and entrepreneurial but also very wary of the promises made by Silicon Valley companies.
Over the course of 2 years, I built a highly differentiated brand that was beloved by truck drivers and contributed to a strong internal culture.
The design system was economical and easily adaptable to both product and marketing channels.
I grew the creative team from 1 to 5 people and created work that not only looked good but powered organic company growth.
When we redesigned our website we saw an 64% growth in organic traffic and an 84% increase in organic keywords.
What I worked on: Brand foundations and guidelines, website design system, email design system, social media assets, marketing campaigns, product launches, print, packaging, trade show assets.
As the founding brand designer I was tasked with developing a brand from 0-1 that would speak to the unique sensibilities of truck drivers. This audience is hardworking and entrepreneurial but also very wary of the promises made by Silicon Valley companies.
Over the course of 2 years, I built a highly differentiated brand that was beloved by truck drivers and contributed to a strong internal culture.
The design system was economical and easily adaptable to both product and marketing channels.
I grew the creative team from 1 to 5 people and created work that not only looked good but powered organic company growth.
When we redesigned our website we saw an 64% growth in organic traffic and an 84% increase in organic keywords.
What I worked on: Brand foundations and guidelines, website design system, email design system, social media assets, marketing campaigns, product launches, print, packaging, trade show assets.
Truck drivers are the backbone of the American economy. They move 71% of our freight (~$800bn annually) and make up 6% of the American workforce. I was privileged to have met drivers and and heard firsthand what it's like for them on the road. Many are veterans, many are women, and they have incredible stories.
Truck drivers are the backbone of the American economy. They move 71% of our freight (~$800bn annually) and make up 6% of the American workforce. I was privileged to have met drivers and and heard firsthand what it's like for them on the road. Many are veterans, many are women, and they have incredible stories.
The TruckSmarter ecosystem aims to streamline how drivers find work, fuel up and get paid, saving them time and money.
The TruckSmarter ecosystem aims to streamline how drivers find work, fuel up and get paid, saving them time and money.
The brand is intentionally economical but is highly differentiated in the market.
The brand is intentionally economical but is highly differentiated in the market.
It was a dream of mine to wrap a truck or a fleet of trucks and document their journey across the country.
It was a dream of mine to wrap a truck or a fleet of trucks and document their journey across the country.
We developed a set of illustrations to bring personality to what is a very functional product. These were based on artifacts drawn from the unique history of trucking, using vintage magazines and things I had seen at trucking shows across the country.
We developed a set of illustrations to bring personality to what is a very functional product. These were based on artifacts drawn from the unique history of trucking, using vintage magazines and things I had seen at trucking shows across the country.
The brand was flexible to accomodate a wide range of applications from functional to expressive – from email journeys, to sales enablement, to swag.
The brand was flexible to accomodate a wide range of applications from functional to expressive – from email journeys, to sales enablement, to swag.
With the emergence of AI tools such as Midjourney, we needed to develop a POV on how to leverage these into our brand. I developed a foundational guide on prompting, art direction, and storytelling to begin leveraging these tools into our workflow.
With the emergence of AI tools such as Midjourney, we needed to develop a POV on how to leverage these into our brand. I developed a foundational guide on prompting, art direction, and storytelling to begin leveraging these tools into our workflow.
The brand was successful in finding the right balance of voice and visuals, paired with a good product that lived up to its mission.
The brand was successful in finding the right balance of voice and visuals, paired with a good product that lived up to its mission.
