VOLVO TRUCKS PARTSASISST
Challenge:
After two years of the department working with an agency and still not being satisfied with the deliverables, I was asked to stand in and try my hand at creating a visual identity for the brand-neutral PartsASIST platform.
​Solution:
"Creating a new brand should always work as a sort of symphony with various elements acting in harmony, including visual identity, brand messaging, and photo/visual style." - Cortni Witherspoon
After being asked to take over the project, one of the things that I noticed right away was that nothing was aligned. The messaging used words to describe the same processes, colors were differing from one printed asset to another. My first objective was to design PartsASIST brand guidelines and provide brand consistency not only for logo and color use but also for photography and video. Next, I created the messaging for the PartsASIST brand and developed scripts that aligned with the brand messaging for Mack Trucks, Volvo Trucks, and PartsASIST. I also hired talent, managed the budget of $101,000, and provided creative direction and photo art direction for all videos and photo shoots.
​Project Input:
Copywriting, all instructional video script writing, creative direction, graphic design, budget and timeline management, vendor procurement, brand guidelines development and design, talent selection, photo art direction
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Team:
Cortni Witherspoon and the Union Agency
