Bluewire

A Cutting-Edge SaaS Company Gets a Cutting-Edge Brand

The work is cutting-edge. The mechanics are complex, technical and dry: compliance, regulations, safety procedures…the language hardly inspires passion, even though the idea does.

After multiple rounds of discovery, Think Joule developed the brand story with two central goals in mind: humanize the brand, bring simplicity to complexity.

As a start-up disrupting the industry, they needed to introduce themselves as visionaries and thought leaders AND tell a concise story for people to easily understand what they do and get onboard.

Unique, futuristic and completely unseen before in the trucking industry, the brand communicated that the company and product offering were revolutionary. A truckload of custom graphics affectionately dubbed 'The Nates’ serve to humanize the brand, making it feel friendly and accessible. Using graphics and visualization to communicate the story of who they are, what they do and what they offer, makes the complex simple and easy to digest.

The brand established their professional presence and validated their credibility as a champion of the industry, which made it possible for them to raise the funds necessary to turn their start up into a full fledged disruptor.