Building a brand on the value of trust
While I was studying abroad in the United States, I got to create a corporate identity for a company in Nevada called Three Point Logistics. The new buisness was formed by three friends with a lot of
expertise in the logstics industry. The guiding principle behind their business strategy was to build on their reputation for trust, which should also be the main selling point of their new brand identity.
Detailed vision: Guidelines for a holistic identity
The branding guidelines clarify the rationale behind visual identity. They cover the identity analysis, mission and strategy statement and the composition of visual elements like colors, shapes,
imagery, language, and fonts, which all contribute to the final logo design. Guidelines on grid, placement, and spacing ensure correct use, while the final chapter clarifies stationery applications and the website.
Website for growth, collaboration and community
The website targets three key audiences. The landing page focuses on attracting new customers with dense marketing and benefit-oriented content. For potential partners, it offers a detailed service page to
encourage collaboration. It also serves employees and the community by highlighting local engagement, fundraising efforts, and providing a centralised portal for individuals to access their personal employee data.
A logo shaped by user research
To craft an eye-catching and innovative logo, I conducted online research and experimented with various shapes and colours on paper to develop a concept that resonated with the industry. In addition to designing for the
industry, the logo also needed to appeal to people on first sight and convey a clear, instinctive message. I used rapid testing on my iPad to gather public feedback, which I then integrated into the design process.
For my semester abroad, I was lucky enough to get a scholarship to study web design in California. I was also lucky to find a host family, which I now call my second home. Luckly, I was introduced to many inspiring people in the tech and design industry. One of them was Amir Attia, through whom I was able to create a corporate identity for a company in Nevada called Three Point Logistics.
After just a few meetings, emails and proposals, I delivered my final result and their feedback was very positive. In the end, they didn't use my design, but at least they still stuck to my colour theme. And that's probably another lesson for me. I am more lucky when I take risks. Of course, things don't always work out the way I expect, but I've learnt that it's always worth a try.
Role
Freelancer
When
2023
With
CSUMB | Three Point Logistics