Arrive Logistics
Overview
Arrive Logistics was at an inflection point. With strong operational momentum and ~$400M in revenue, the company needed a brand that could match its ambition, support enterprise sales, and scale nationally.
As Lead Designer, I was responsible for evolving the brand from a functional logistics identity into a high-performance, revenue-driving experience across sales, marketing, and physical environments.
Over a two-year period, the company surpassed $1B in revenue and expanded from 1 office to 5 nationwide, supported by a more sophisticated, consistent, and scalable brand system.
My Role
Lead Designer, Brand & Experience
Owned brand evolution across all touchpoints
Partnered with sales leadership and executives on strategic deals
Directed designers, writers, and external partners
Designed high-impact assets for enterprise pitches and environments
Built systems that could scale across multiple offices and teams
Approach
Brand Guidelines
Created a comprehensive brand book covering logo usage, typography, color systems, photography style, and tone of voice.
Ensured guidelines could scale across departments- from sales enablement to recruiting.
Website Art Direction
Provided creative leadership and design direction for the company’s digital presence.
Focused on usability, clarity, and brand cohesion, balancing business needs with user experience.
Design System Leadership
Established a modular design system that made it easy for teams to scale marketing materials quickly without sacrificing brand consistency.
Mentored designers and collaborated with copywriters and marketers to build brand storytelling frameworks that resonated with clients and recruits.
Icon + Illustration Development
Designed a custom icon library to represent services, solutions, and brand values consistently across platforms.
Directed the development of a bespoke illustration style, ensuring visuals aligned with the brand’s modern, approachable, and innovative tone.
Integrated icons and illustrations into sales decks, digital campaigns, and internal communications, giving the brand a distinctive visual language.
Impact
Delivered a unified and recognizable brand identity that positioned Arrive Logistics as a trusted, modern leader in the logistics space.
Website redesign improved brand credibility and digital engagement.
Design system enabled faster production cycles while maintaining brand quality, creating long-term efficiency.
Custom icons and illustrations reinforced brand recognition, giving Arrive a unique voice in a highly competitive industry.
Elevated the creative team’s collaboration and output by providing clear guidelines and creative mentorship.
