Creating a unique brand identity for CaroTrans has proven to be an exciting challenge. Although they are owned by the same company, CaroTrans and Mainfreight are technically competitors in ocean freight forwarding. To further add to this difficulty, CaroTrans customers are also typically Mainfreight competitors. The challenge for my team was making sure we maintained some consistency in the look and feel between the two brands (as requested by our global VPs and Presidents) while making sure we still differentiated CaroTrans enough as to avoid immediate association between the two, especially to current and potential customers. The solution eventually came in the form of different font types and imaging while maintaining the color scheme and the Mainfreight cultural verbiage throughout the new and improved CaroTrans content. Keeping the same cultural imagery and copy was probably the most important aspect of this project. Mainfreight is all about its family culture and three pillars, so we ensured that messaging stayed consistent throughout the website and on the physical/digital collateral. Shown in the images are digital snippets of some of the print materials I designed for CaroTrans. ‍