UTS had an established reputation and recognizable visual identity in Washington, but its communications needed greater consistency and polish before entering new markets. The company needed a system that could support sales, service, parts and rental messaging while remaining recognizable across Washington, Alaska and Idaho.

I refined the existing visual language into a more cohesive and repeatable campaign system. The updated approach used consistent typography, color, imagery, messaging hierarchy, and calls to action, allowing individual locations to promote different services without fragmenting the larger UTS brand.

The established red-and-blue palette was retained to preserve brand recognition and connect the company to the commercial transportation industry. I strengthened the system through clearer typography, more consistent image treatment and repeatable layouts that prioritized the customer’s immediate need.

• Preserve the visual equity of the established UTS brand.

• Create templates that can accommodate new locations, services and regional information.

• Use clear headlines and calls to action for customers making time-sensitive business decisions.

Product-focused materials made equipment type, availability and customer benefits easy to identify. Repeatable layouts allowed inventory and location information to change without losing brand consistency.

Service communications emphasized reliability, technical support and clear next steps. Information was organized around the customer’s need, followed by service details and a direct call to contact the appropriate location.

Rental and specialized-service campaigns positioned UTS as a practical resource for businesses managing temporary, seasonal or unexpected equipment needs.