Rebranding for the long-haul

DAT Solutions was founded in 1978 as Dial-A-Truck by Al Jubitz, a Portland, Oregon truck stop owner. Although they became an industry leading software company, they were burdened with technical debt, outdated products, and needed to create an app suite.
A mobile first, enterprise-wide branding project was initiated to innovate across product, marketing, customer support, and sales. We needed to update and integrate software stacks, modernize frameworks and improve the UXUI in the product and marketing sites. Delivering a redesigned and updated product suite and sales funnel required market research to allow us a broader understanding of user expectations.
Customer testing fed journey maps, flow diagrams, information architecture, wireframes, mockups, prototypes, and other materials. We also took part in the extensive competitive analysis needed to create new strategic marketing designed to resonate with targeted segments. We knew matching the product UI was required to transform the image from an outdated software company to a trusted industry leader. We integrated product and brand using the identifiable language within the app suite. We designed a new company logo and updated the sub brand treatments, lifestyle imagery, and a unifying color and iconography system was added.
We redesigned and rebuilt all corporate web properties into an updated CMS with a properly integrated CRM and social platform. This resulted in enhanced organic SEO, higher open rates, increased landing page conversions, lower PPC spend, and an overall improvement in efficiency. We trained and mentored cross-functional teams in the use of our new corporate website/cms, digital asset management system, and presentation decks sets. This included updated hero banners, lifestyle imagery, and infographics matched to product iconography.
Collaborating with teams of passionate and talented creatives, engineers, product managers, and stakeholders, I designed and directed the development of web and app media assets, presentation decks, marketing collateral, and more.
We optimized the sales funnel to drive conversions and ultimately ROI on products and services, while creating an innovative and easy-to-use SaaS product suite. DAT now provides transportation professionals with an effective way to do business across the broad logistics ecosystem.​​​​​​​

Project Roles: Designer, Developer
Skills: Brand Design, Art Direction, Strategy, Logo Design, Visual Design, Iconography, Production, Retouch