Repositioning a logistics platform through a bold new brand narrative, a modern digital presence, and a connected product experience. Bringing a fresh perspective to its brand and digital ecosystem.
Brand Strategy
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Brand Identity
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PRODUCT DESIGN
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FRAMER DEVELOPMENT
YoY website traffic growth
BRAND NARRATIVE
A shift in perspective
The platform challenged the traditional logistics model with a more direct, technology-driven approach. I built the brand narrative around this shift, moving from disconnected, middleman-led processes to a more seamless way forward.
The idea took shape through two-point perspective. By shifting a key line within the existing logo, I reimagined its meaning to reflect the change HaulerHub brings to logistics, giving the mark a new story without losing its original form.
Visual Identity
A new visual language
A sharper, more contemporary identity brings the brand's new perspective to life. Refined typography, a focused colour palette, and bold geometric forms create a visual language that's modern, confident, and built for a digital-first world.
WEBSITE & PRODUCT DESIGN
From brand to digital experience.
The website was designed and built in Framer, bringing the new identity to life online. The work extended into a complete redesign of the web and mobile applications, spanning 150+ screens across four core personas, with tailored experiences and workflows for each.
BRAND APPLICATIONS
Beyond the screen
The identity extended across event booths, banners, presentations, brochures, business cards, and stationery, creating a cohesive brand presence across digital and physical touchpoints.
