Creative Strategy
Rather than following the industry's typical corporate aesthetic, I developed a visual direction that balanced innovation with approachability. The goal was to create a brand that reflected the sophistication of our software while still feeling authentic to the hardworking professionals who relied on it every day.

I introduced a visual language built around dynamic layouts, subtle motion, and flexible design elements that gave the brand a more modern and energetic feel. Every decision was made to support clarity, consistency, and scalability while helping existing customers recognize the brand they already trusted.

Impact
The rebrand established a scalable visual system that gave FieldRoutes a more distinctive presence in the market while maintaining continuity for existing customers. The new identity became the foundation for campaigns, digital experiences, events, sales materials, and marketing assets, creating a more consistent brand experience across every customer touch point.

My Role
I established the creative direction for the new visual identity, developing the core design language, color treatments, and foundational elements that defined the brand.

I led a team of designers as we applied and refined the system across campaigns, marketing materials, digital experiences, and other customer interactions. Throughout the process, I ensured the brand remained cohesive, flexible, and scalable as it expanded across the business.

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​New Branding