Wabash, a leader in transportation and logistics solutions, launched a new digital initiative aimed at transforming the industry through their Marketplace and Trailers-as-a-Service (TaaS) platform. These platforms were designed to connect dealers, customers, and suppliers seamlessly, offering a new, unified digital experience. To support this ambitious vision, Wabash sought to develop a brand identity that would align with its established presence while highlighting its innovative approach to digital transformation.
The core challenge was to craft a brand identity that would seamlessly integrate with Wabash’s existing brand while conveying the forward-thinking, tech-driven nature of the Marketplace and TaaS platform. The identity needed to position these new offerings as pioneering solutions in a traditional industry, signaling modernity, ease of use, and leadership in digital logistics.
La Visual employed its Legendary Process, guiding Wabash through a comprehensive brand illumination phase to uncover strategic insights and opportunities. Our approach included:
Research & Analysis
Conducting a thorough examination of market positioning, audience perceptions, and competitive landscape, enabling us to define a clear creative vision.
Strategic Design
Crafting a visual identity that balanced innovative digital elements with Wabash’s existing brand ethos, ensuring a cohesive yet distinctive appearance for the new platforms.
User-Centric Focus
Developing design elements and branding strategies that highlight ease of use, signaling a more seamless, B2C-like digital experience.
La Visual delivered a bold, new brand identity that effectively captured the innovative spirit of Wabash’s Marketplace and TaaS platform:
Integrated Identity
Designed a cohesive visual system that seamlessly blended new digital elements with Wabash's established brand, maintaining recognition and trust across all platforms.
Innovation-Focused Design
Developed a tech-forward visual language that communicates Wabash's leadership in digital logistics, using a streamlined logo, consistent color palettes, and modern design elements.
User Experience Enhancement
The identity was crafted to highlight ease of use, integrating seamlessly with the Marketplace digital platform, enhancing the user journey across multiple touchpoints.
Seamless Integration
The project achieved a harmonious blend of new digital elements with Wabash’s existing brand, ensuring continuity and trust.
Market Leadership
The new identity positioned the Marketplace and TaaS platform as cutting-edge solutions in the logistics sector, emphasizing Wabash’s commitment to digital transformation.
Recognition and Reach
The successful rebranding has been recognized in recent industry press, underscoring Wabash’s innovative approach to connecting the transportation ecosystem through a digital town square experience.
The collaboration between Wabash and La Visual highlights how strategic design can bridge the gap between traditional industry practices and modern digital solutions, creating a brand identity that leads the way in digital logistics transformation.
