Bluewire LLC

Humanizing Technology For the Trucking Industry

Work created by Think Joule

Deliverables: Brand Illustration Library, Iconography Library, Digital Ads, Motion Graphics, Video Advertising, Website Pages & Assets, Product Assets, Tradeshow Assets, Brand Memorabilia,

Summary: With the team at Think Joule, the brand for Bluewire LLC was built from the ground up with people being the centered focus. Trucking technology, already a niche industry, can get lost and confusing in its messaging. Bluewire LLC sought to recenter the customer as the singular focus. Thus the brand quickly began to revolve around an illustrative library of thoughtfully playful characters interacting with the data graphics. The illustrations sought to be dynamic, intelligent, and humanizing while reflecting the racial and gender diversity of its workers and clientele.

Results: The company quickly established its professional presence and became experts of the industry. This made it possible for them to quickly raise the funds necessary to turn their start-up into a full-fledged disruptor.

 
 

The brand was designed to utilize these illustrative characters and vehicles with graphics and were often a fan favorite with the client. Our team would frequently get requests for more and more illustrations until we had soon built out a vast and flexible library. This library was at the ready to be used across a variety of projects, ranging from trade shows to social media posts to newsletters.

 
 

The Bluewire marketing team sought to hone in on a key topic of their business model: The Reptile Theory. We worked to visualize this rather abstract theory so it could be better communicated to clients. The Reptile Theory badge went through many iterations before being finalized. It now lives on clothing, stationary, and business cards, to name just a few. It was even fabricated into a pin to be given out at trade shows and events.

 
 

As Bluewire grew, so did their prevalence as experts in the industry. They started a podcast talk show, weekly newsletter interviewing experts, and a full digital product found on the app store and desktop. Regardless of the company’s success and growth, however, they always kept people at the center of their focus.

 

Accreditations

  • Agency: Think Joule

  • Creative Director: Jennifer Bryan

  • Account Manager: Jamie Bourgidou

  • Brand Architect: Danielle Breck

  • Senior Designers: Bre Tauscher, Keri Bonn

  • Brand Producer: Emilie Beath

  • Client: Bluewire LLC

  • Photos: Bluewire LLC, Think Joule. Please inquire for individual images

For complete case study see Think Joule