Overview
As the company evolved beyond its startup roots, we recognized that our brand needed to grow with us. We wanted to present a more polished and professional image that reflected our expanding capabilities and appeal to a broader client base.
At the same time, it was important to honor where we started. The goal wasn’t to abandon our identity, but to refine it — keeping the essence of our original brand while elevating the design and messaging to match our growth and future direction.
Details
Role:
Graphic Designer, Web Designer, UI/UX Designer
Involvement:
Web Interface, UI/UX Prototyping, Marketing
Web Design
As part of a full-scale rebrand, I led the redesign of the company’s website to reflect its new identity and better communicate its values. This included developing a fresh iconography system, designing cohesive UI elements, and integrating custom corporate video pieces to strengthen visual storytelling across the site.
Challenge
One of the key challenges of this project was unifying two separate web properties — RPMFreightSystems.com and RPMVehicleSystems.com — under a single cohesive website. These divisions had previously been kept separate due to the perception that they served vastly different industries. The task was to create a unified digital experience that respected the unique identity of each business unit while presenting a consistent brand voice and visual language. Balancing clarity, user experience, and strategic content placement was essential in making this consolidation successful.
UI/UX Project
As part of our commitment to improving the carrier experience, I led the design of a mobile app tailored specifically for our carrier partners. I was responsible for creating a high-fidelity user interface that balanced functionality with intuitive design.
