SERL: Brand development & UI/UX Design

case study

Objective

South Eastern Roadways(SER) is one of the largest logistics and trucking vendors in South India. They wanted to undergo a brand refresh and establish themselves as the Uber for trucking. 

Challenge

The brand redesign needed to be executed with a fine balance so that the existing customers are not alienated with the refreshed brand positioning while attracting new customers to the younger and edgier-looking brand. 

Responsibilities

Brand Strategy | Brand Development | User Experience Design

Key Narratives of Ideation

The balance of the design language was brought about by keeping the colour palette familiar while the graphical style was completely reinvented for the brand. So the overall visual appeal was a sharper and smarter brand positioning that still sits in the traditional market that it caters to. 

Typography, visual assets were designed to be simple, solid, and easy to comprehend. 

Outcome

After the brand refresh, the brand has recorded a yearly revenue of $3million .