FLEETILLA · 2016–2020
Turning complex technology into clear, connected brand experiences.
As Fleetilla’s first and sole in-house designer, I worked directly with leadership to develop and extend the company’s visual presence across product marketing, technical communications, presentations, trade shows, digital experiences, and sales materials. Working within a complex IoT and fleet-technology business, much of my role involved translating technical products and information into clear, cohesive visual communication.
Brand Development · Technical Communication · Digital · Environmental · Product Marketing
Extending the Fleetilla brand
As Fleetilla expanded its software offering, I developed identities for FleetFACTZ, Fleetilla Connect, and FleetFACTZ Link, creating a cohesive family of product identities connected to the parent brand.
Creating a shared visual language
To make Fleetilla’s complex mix of technologies, industries, and services easier to understand, I developed a flexible library of icons and illustrations that could be reused across product marketing, technical communications, and sales materials.
Making complex technology easier to understand
Fleetilla’s products often required communicating technical information to audiences with very different levels of expertise. I designed long-form publications, diagrams, and sales materials that organized complex information through clear hierarchy, illustration, and consistent visual systems.
Communicating complex products and capabilities
I developed presentation materials that helped leadership and sales teams communicate Fleetilla’s technology, capabilities, and solutions. From high-level company positioning to product features, integrations, and technical concepts.
Extending the system into digital products
As Fleetilla’s products evolved, I extended the visual system into digital touchpoints, redesigning product login experiences to create a cleaner, more cohesive connection between the software and the broader brand.
Bringing the brand into physical spaces
I translated Fleetilla’s visual system into large-scale trade show environments, developing booth concepts, environmental graphics, and supporting event materials designed to communicate complex offerings quickly in busy exhibition spaces.
Modular event graphics adapted across Fleetilla's product/service offerings
Bringing the brand to market
Across marketing and sales touch points, I applied Fleetilla’s visual system to a broad range of materials designed to support product launches, customer conversations, and ongoing brand communication.
