Product Type
Marketing Website
Contribution
Led designs from research to launch
Goal
ITD Trailers wanted to refresh their brand and launch a new marketing website to keep up with heir business goals and growth. They wanted to keep the integrity and roots of their brand, while updating it to better reflect their sustainability initiatives and make it feel more contemporary. The client referenced two primary sources of brand inspiration that contradicted each other– one was highly futuristic, minimalistic, and exclusive, while the other was accessible, blue collar and friendly. My goal was to bring qualities from both sides together to shape their brand to reflect their dynamic qualities and diverse customer base.
Approach
To ensure the new site design reflected the brand updates, I began with creating brand guidelines, collaborating with another designer to create a new logo, establish brand colours and a strategy for typography. The new logo maintained its industrial qualities, but was renewed to be more contemporary and flexible, adding a brand mark that represented an arrow for progress and modular blocks to express growth.
At the same time, I was auditing ITD's old website to identify opportunities for improvement. It was clear that, in addition to a brand refresh, improving the navigation menu and overall site structure would improve user experience significantly. Their four main product offerings are dry vans, dollies, chassis and custom projects, with addition services that can be added on such as graphic wraps, insulation, refrigeration etc. These product offerings became the main product categories, and each of their pages features accurate 3D renders to help customers visualize each product and their differences.
Sourcing stock photography was another strategy to help make their new site feel contemporary and reflect their forward-thinking brand. I assisted in creating a shot list for custom photography, and curated a library of stock photos for across the site.
ITD website and navigation menu before and after.
Design & Outcome
The design outcome was a significant improvement over the prior design and the site saw a significant increase in traffic. By balancing the brand to be both sustainable and sleek while still maintaining some of the industrial charm, I brought the website into modern times without alienating their customers who were used to old-school approaches and aesthetics.
