FIELDROUTES REBRANDING
Project Goals
The company was merging with its sister brand to form one unified powerhouse. While the colors, logo, and typefaces were already in place, I had free rein when it came to defining the overall look and feel of the new brand identity. The challenge was to create something fresh and modern while still holding on to enough of the previous brand’s DNA so it felt familiar to our existing customers.
Old Branding
Solution
In a space where most of our competitors lean into a red, black, cookie-cutter corporate aesthetic, I saw an opportunity to stand out. I built a look that was sleek and modern but still approachable and grounded. Something that would reflect our forward-thinking software without alienating our core audience of blue-collar professionals.
I introduced design elements that conveyed innovation, like subtle motion and dynamic layouts, but kept things clean and restrained to maintain trust and clarity. The goal was to make it feel like a step forward without feeling like a total departure.
My Responsibilities
I laid the foundation for the new brand by developing the core visual elements and color treatments. From there, I led a team of graphic designers to evolve and refine the look across multiple touch points, ensuring everything felt cohesive, intentional, and built to scale.
New Branding
