Centerboard
Brand Expression
Operating under a different name, the team at Centerboard saw an opportunity to use technology to transform how freight ships across the country. Unfortunately, the brand they were operating under had legacy perception issues, necessitating a new name, brand, and expression.
Our team explored hundreds of names leading to a revised brand architecture. (Naming is hard, glad I’m not a writer, btw) Each of those names provided nuanced opportunities for us to explore how our new logo and brand expression could embrace existing brand equity attributes or abandon those concerns and signify a new day and approach.
After exploring multiple expression scenarios, it was clear the best solution was to represent a new day instead of a minor brand evolution. We accomplished that with a vibrant color palette, a focused approach to imagery, and a logo conceptually based on a road. We wrapped it all up with continual visual movement and speed with a confident voice and tone.
Tradeshow
Environmental
Wearables and notebook
Employee communications
Photo direction
Brand guidelines
We introduced a new brand into a crowded technology landscape with an approach elevated from negative category perceptions.
Credits
Agency: VSA Partners
Matt Ganser, Creative Direction and Design
Andrea Speigal, Client Enagement
Phillip delMoral, design
Jeff Jarvis, Design
Third Designer, Design
Jeff Shultz, Writing and Creative Direction
Shantal Gonzalez, Project Management
Rachel Shuttler-Andrejko, Production