Air-City is an international freight forwarding company. The intent of the brand visual refresh and website redesign was to bring fresh brand recognition to the global logistics industry and increase client engagement.
Objective: Create a mutual base understanding of the business, needs, and goals—uncovering problems.
Deliverables: Due to time urgency and resource limitations, no deliverables were created at this stage. I worked with Kelly Mao, the Los Angeles Branch Manager, and a few other key employees of the business to carry discussions through phone and email to identify the company's highest priority needs and goals.
Result: For this particular project, we identified that the company had outdated marketing materials and needed a brand visual refresh, but was restricted from logo changes.
Objective: Develop a style guide of visual elements that support the current logo.
Deliverables: With some additional research into competitors, industries, and inspirations, I curated a collection of visual elements that includes a lighter blue color palette, cityscape photography, and 3D graphics.
Result: The style enhances the brand visual refresh by lightening the overall tone with more imagery.
Objective: Help the company adopt and enforce the new style when attending international meetings and conferences.
Deliverables: I redesigned the brochure booklet, conference booth displays, report covers, invitations, email signatures, and digital assets.
Result: Leadership was happy with designs and the materials helped lead to increased engagement at conferences.
Objective: Redesign website landing page to not only implement the new style, but also encourage user engagement through a revised information architecture, clear call-to-action buttons, and simplified user flow. The goal was increase delight and also reduce the amount of clicks users need to access key actions, links, and information.
Deliverable: I created wireframes and a high-fidelity mockup for the homepage of the website.
Result: The company was soon acquired by SEKO Logistics, so the website redesign was halted and did not move past mockups.
Adobe Photoshop, Illustrator, InDesign, Sketch
Air-City is an international freight forwarding company. The intent of the brand visual refresh and website redesign was to bring fresh brand recognition to the global logistics industry and increase client engagement.
Objective: Create a mutual base understanding of the business, needs, and goals—uncovering problems.
Deliverables: Due to time urgency and resource limitations, no deliverables were created at this stage. I worked with Kelly Mao, the Los Angeles Branch Manager, and a few other key employees of the business to carry discussions through phone and email to identify the company's highest priority needs and goals.
Result: For this particular project, we identified that the company had outdated marketing materials and needed a brand visual refresh, but was restricted from logo changes.
Objective: Develop a style guide of visual elements that support the current logo.
Deliverables: With some additional research into competitors, industries, and inspirations, I curated a collection of visual elements that includes a lighter blue color palette, cityscape photography, and 3D graphics.
Result: The style enhances the brand visual refresh by lightening the overall tone with more imagery.
Objective: Help the company adopt and enforce the new style when attending international meetings and conferences.
Deliverables: I redesigned the brochure booklet, conference booth displays, report covers, invitations, email signatures, and digital assets.
Result: Leadership was happy with designs and the materials helped lead to increased engagement at conferences.
Objective: Redesign website landing page to not only implement the new style, but also encourage user engagement through a revised information architecture, clear call-to-action buttons, and simplified user flow. The goal was increase delight and also reduce the amount of clicks users need to access key actions, links, and information.
Deliverable: I created wireframes and a high-fidelity mockup for the homepage of the website.
Result: The company was soon acquired by SEKO Logistics, so the website redesign was halted and did not move past mockups.
