Note: The client's name and identifying details (company name, domain, real client names mentioned in results) are withheld at their request. The work described below is real, drawn from project records.
Scope: Brand Identity Systems, UI/UX Design, and Front-End Implementation Employment title: Graphic Designer (official)
Overview
This company operates as a parent company with seven distinct product divisions underneath it — telematics and fleet tracking, SIM and cellular connectivity, private networking, safety monitoring, electronic shelf labels (ESL), telehealth, and proof-of-concept deployments — each serving a different corner of the industrial-connectivity market.
I was brought in to improve the company's visuals. Within the first days it was clear the problem ran deeper than that: there was no brand system to improve. The identity was outdated and assembled largely from stock graphic elements, and a single person had been carrying marketing, graphic design, and web for the entire company. We agreed to start from the foundation instead — a new logo, corporate colors, and typography — and build the identity that everything else would sit on.
Over an approximately 5–6 month full-time remote engagement, I authored that brand system and carried it into the company's new bilingual website. My official title was Graphic Designer; the scope of the work spanned brand identity, UI/UX design, and front-end implementation.
Project Summary
- Scope: Brand Identity Systems, UI/UX Design, and Front-End Implementation
- Employment title: Graphic Designer (official)
- Duration: ~5–6 months
- Engagement: Full-time remote, Marketing department
- Platform: Astro, Tailwind CSS, deployed on Vercel
- Industry: IoT / Industrial Connectivity
- Deliverables: Brand identity system, bilingual production website, CRM-integrated lead generation, print and sales collateral, trade-show booth and vehicle-wrap design
Business Context
The brand materials the company had going into this engagement predated its current multi-division structure. An audit of the existing asset library turned up real inconsistencies — naming mismatches, misfiled brand files, stock elements standing in for owned assets — that made clear the identity had never been built to scale across seven divisions at once. The company's audience spans both English- and Spanish-speaking markets, and the marketing team needed its digital presence to function as an active lead-generation tool, not a static brochure.
Challenge
The engagement started as a request for visual improvements, but the real problem was structural: there was nothing underneath to improve. The company needed an identity that could hold seven distinct divisions together as one recognizable brand while still letting each division read as its own product line — and it needed that identity to survive contact with a live business that already had real clients depending on it.
Only then did the digital side become solvable. The site had to carry the new identity, work equally well in two languages, support both light and dark presentation, and turn visitor interest into qualified leads inside the company's existing CRM — all built and shipped by one person, alongside the brand system it depended on.
Building the Brand
Everything started with the logo. The hexagon became the core of the mark because of what it already carries in this industry: nodes and network topology, load distribution, structural strength, technology. One of the visual references I was given was a Lamborghini — the hexagonal pattern in the wheels — and that thread runs through the finished system, down to the primary blue in the palette. The mark went through several rounds of iteration before it landed; the full construction rationale is documented in the brand manual.
From there I built the system out: logo construction and safe area, a primary and secondary color palette, a two-typeface system, and an icon set — a production-ready manual rather than a one-off refresh.
The multi-division structure needed its own answer. Rather than giving each division a competing identity, I derived a variation of the master logo that shifts color by division — so every division reads as unmistakably the parent brand first and as its own product line second. That same logic carries through to the website.
Applying the System
A brand system only proves itself in application. Alongside the digital work, I produced the material the company shows up with in the field: flyers and printed promotional pieces, large-format printed banners, ESL product label designs, PowerPoint sales presentations and bilingual sales decks, HTML newsletters, and an email-signature library — plus a vehicle wrap and a trade-show booth design for a major industry trade-show presentation.
Each of those was a test of whether the identity held outside a screen: at trade-show scale, on a moving vehicle, on a physical product label, in a partner's inbox. Covering that range is what turned the brand manual from a document into a system the company could actually operate on.
Design to Development
Translating the system into the live website was my responsibility too — there was no separate front-end team to hand it off to. Business direction and requirements came from company leadership; the interface design, information architecture, and implementation were mine to execute end to end.
Solution
With that scope defined, the build followed three threads: one system for the divisions, one experience for both languages, and one path from visitor to lead.
I built the site in Astro with Tailwind CSS, structuring content around each division and its products so the same underlying data could drive the homepage, division presentation, and product detail views without duplicating content by hand. Bilingual support and a light/dark theme were both built directly into the front end, switching instantly for the visitor without a page reload, so the experience felt native in either language rather than translated after the fact.
Rather than leaving the contact page as a passive form, I integrated the site directly with the company's existing CRM, so visitor inquiries flow straight into the sales team's pipeline as real leads. I also built the site's blog/news system for company updates and produced the surrounding bilingual marketing collateral — sales materials and a newsletter — that the marketing team could use independently of the site itself.
The architecture was shaped by where the site is headed, not just what it needed on day one. Each division sells its own hardware alongside the software that manages it, and the intent is for the site to become the single hub through which clients reach that full ecosystem — division by division. Structuring content and routing around the divisions from the start is what makes that expansion possible without a rebuild.
Outcome
The engagement gave the company a brand it actually owns — logo, palette, typography, icon set, and a per-division sub-brand system — and a bilingual production website built on top of it, replacing a site that predated the company's current structure. The site presents the company's real client work, including deployments across the industrial sector, and channels visitor interest directly into the company's CRM instead of leaving it stranded in a static form.
The platform continues to expand on that foundation — product documentation and additional sections are being built onto the architecture delivered. Content added since the initial build, like newer blog posts, has continued under the marketing team; the brand system, design, architecture, and front-end implementation were mine.
What started as a request for better-looking visuals became the foundation the company presents itself on: seven divisions that finally read as one business.
My Contributions
- Authored the company's brand identity from the ground up — logo, color palette, typography, and icon set — after an audit of the existing asset library
- Designed the per-division sub-brand system: a color-derived variation of the master logo that keeps seven product divisions visually unified
- Documented the whole system in a production-ready brand manual, including logo construction rationale and usage guidelines
- Led the end-to-end design and front-end implementation of the company's production website, from initial architecture through deployment
- Built the bilingual (English/Spanish) experience and the light/dark theme system directly into the front end
- Integrated the website with the company's CRM to convert visitor interest into real sales leads
- Built the site's blog/news system for company content
- Produced bilingual marketing and sales collateral: flyers, printed promotional pieces, large-format banners, PowerPoint sales presentations, sales decks, HTML newsletters, and an email-signature library
- Designed physical brand applications, including ESL product labels, a vehicle wrap, and a trade-show booth for a major industry presentation
- Owned execution solo — from company leadership's business direction through to a live, deployed product
Technologies
- Platform: Vercel
- Framework: Astro
- Styling: Tailwind CSS
- Integration: CRM (lead capture and routing)
- Design: Pencil (brand and design system)