Brand Identity & Website for Gradient

Gradient is a transportation compliance company in Oregon whose mission is to safeguard. The team is committed to championing customers by helping them navigate regulations to create a safer road and a safer world.

My team oversaw and guided the strategic merging of two companies under one name and brand. I was involved in the renaming process as well as the development of an archetype and brand story. After landing on the hero archetype and a superhero team brand story, I developed an energetic brand identity and visual language inspired by the universe of superheroes and comic books. I then applied this visual identity to the logo design process, working closely with the client to encapsulate their mission and values into their logomark. Website design followed, along with launch swag, environmental branding, and an overhaul of the company’s internal systems with new internal templates and software branding.

I worked closely with my team and several contractors to bring these materials to life, including planning and art directing a photoshoot at Gradient and collaborating with a web developer to bring my website design and animation ideas to life. Lastly, I created an organized system of brand assets and a brand guide to ensure future application of the brand remains consistent and true to Gradient.