ITS Logisitcs
Brand Guidelines
Problem
The ITS Brand Guidelines had not been updated since 2016, despite significant growth and evolution of the brand. A new brand guide was needed to reflect these changes and ensure a cohesive visual identity.
Solution
Research & Analysis: A thorough review of the existing guide identified outdated elements, while research into contemporary brand guides provided inspiration for a more refined and professional approach.
Repetition: Key design elements such as, the "angled dot pattern" were consistently applied, reinforcing brand identity and creating a unifying visual theme.
Hierarchy: Strategic typography choices established a clear hierarchy, ensuring headings, subheadings, and body text were easily distinguishable for readability and emphasis.
Balance: A structured grid system maintained an organized layout, while slanted section dividers introduced a dynamic yet balanced composition.
Trade Show Booth
Problem
Design a trade show booth that effectively highlights the scale of ITS Logistics' operations. The previous booth lacked sufficient trucking imagery, so the redesign needed to emphasize this aspect while also showcasing all areas of operation. Additionally, the design had to balance the large-scale logistics visuals with a people-focused approach, ensuring that both the company's reach and human-centric values were clearly communicated.
Solution
Visual Hierarchy: I selected imagery showcasing large fleets, warehouse operations, and container ports to emphasize the scale of ITS Logistics while balancing its people-focused approach.
Brand Consistency: I utilized the signature ITS Logistics slanted rectangle to house imagery, reinforcing the company's established design language. The slant was also used throughout the composition to create visual movement and naturally guide the viewer’s eye across the booth.
Balance & Readability: The booth’s protruding bridge was kept minimal to highlight key information without overwhelming the viewer. Text and imagery were positioned for clear visibility from across the trade show floor and above attendees' heads.
Scalability & Adaptability: Designed for both full and half-booth setups, ensuring the key panel effectively represents all aspects of ITS Logistics.
Playing Cards
Problem
Design a custom deck of cards for ITS Logistics’ holiday party guests and for future use as customer gifts. The design should align with the event's "glam" theme while maintaining ITS Logistics' brand identity, ensuring a balance between festive elegance and corporate branding.
Solution
Symbolism & Visual Hierarchy: My primary role was to design the face cards. Each face card was designed to represent a core ITS Logistics service, using clear, recognizable icons (truck, forklift, shipping container). This ensured an intuitive connection between the illustrations and the company's operations.
Typography & Color Theory: While staying true to ITS Logistics' branding, we incorporated secondary colors to distinguish suits and add visual interest. This approach maintained brand consistency while reinforcing the holiday party’s "glam" theme.
Balance & Composition: The layout of the numbered cards followed traditional playing card structures while introducing dynamic arrangements to create visual movement and engagement. The face cards were designed with symmetrical compositions, enhancing their elegance and readability.
Collaboration & Consistency: Working closely with the senior designer, we ensured that all elements—from the illustrations to the typography—felt cohesive. This attention to consistency across the deck reinforced ITS Logistics' brand identity while elevating the overall aesthetic.