Product Type
Marketing website
Role
UX and UI Design Lead
Context
ITD Trailers, a long-standing manufacturer of high-quality, customizable commercial trailers and transportation equipment, wanted to refresh their brand and launch a new marketing website to support business growth. The client wanted to maintain the integrity and roots of their brand while reflecting sustainability initiatives and presenting a more contemporary feel.
Two sources of brand inspiration influenced the project but contradicted each other: one was futuristic, minimalistic, and exclusive, while the other was accessible, blue-collar, and friendly. My goal was to combine qualities from both to create a brand that reflects ITD’s dynamic identity and diverse customer base.
Process
I began by creating new brand guidelines, collaborating with another designer to update the logo, establish brand colours, and define a typography strategy. The new logo retained its industrial character but was modernized and made more flexible, including a brand mark with an arrow representing progress and modular blocks expressing growth.
Simultaneously, I audited the old website to identify UX improvements. Navigation and site structure were reorganized to make it easier for users to explore ITD’s main product categories—dry vans, dollies, chassis, and custom projects—along with add-on services such as graphic wraps, insulation, and refrigeration. Each product page features accurate 3D renders to help customers visualize differences between products.
To support the contemporary look and feel, I sourced stock photography and created a shot list for custom photography. I also curated a library of images to maintain visual consistency and reinforce ITD’s forward-thinking brand identity.
ITD website and navigation menu before and after.
Impact
The refreshed brand and UX led to a modern, approachable, and professional website that balances sustainability and sleekness with ITD’s industrial charm. The updated site improved user experience and made it easier for customers to explore products, helping attract new clients while retaining longstanding customers familiar with the company’s heritage.
The refreshed site showed a significant increase in traffic and engagement following the launch.
