Overhauling a Hardworking Brand
Trux provides dump truck logistics and hauling management from a single platform, and needed our help visually communicating its unique advantages as the company prepares to grow. While Trux wanted to tout its tech-savvy, they didn’t want to come across as overly complicated to the contractors, haulers and fleet owners out in the field.
![TRUX Header 01](https://paragonn-cdn.nyc3.cdn.digitaloceanspaces.com/matchstic.com/images/_1280x720_crop_center-center_none/TRUX_Header-01.jpg)
Our brand strategy unearthed that Trux uniquely stands out as a platform that provides powerful and workable tech. That confluence of heavy machinery, humanity and technology is the lead foot for Trux’s new look.
First, we pushed Trux forward with a much bolder brandmark: an abstracted “T” that doubles as a dump truck hauling down the highway. Paired with a heavy-hitting wordmark, the updated logo is fresh, confident and definitely differentiated from the crowd.
![TRUXHQ Shadows 1 8](https://paragonn-cdn.nyc3.cdn.digitaloceanspaces.com/matchstic.com/images/_1280x853_crop_center-center_none/TRUXHQShadows-1-8.jpg)
Stout and durable typography combines with a palette of earthy colors that feel very grounded in the hauling industry. To top if off, we added some textures that feel a little rough around the edges.
![Mockup Maison BC C07](https://paragonn-cdn.nyc3.cdn.digitaloceanspaces.com/matchstic.com/images/_1280x853_crop_center-center_none/MockupMaison_BC_C07_2021-08-30-202903_hnnh.jpg)
![Trux Product Illustrations Hauler Verification](https://paragonn-cdn.nyc3.cdn.digitaloceanspaces.com/matchstic.com/images/_1280x720_crop_center-center_none/Trux_Product_Illustrations_Hauler_Verification.jpg)
Just as Trux brings order to hauling logistics, a gridded layout puts everything in its right place, while providing plenty of flexibility.
![Trux Mockup Maison EV A05 2](https://paragonn-cdn.nyc3.cdn.digitaloceanspaces.com/matchstic.com/images/_1280x1462_crop_center-center_none/TruxMockupMaison_EV_A05-2.jpg)
![Trux Product Illustrations Dispatch Deliver](https://paragonn-cdn.nyc3.cdn.digitaloceanspaces.com/matchstic.com/images/_1280x1462_crop_center-center_none/Trux_Product_Illustrations_Dispatch_Deliver.jpg)
Photography selections reflect the reality of the industry Trux serves, putting people at work front and center.
![Mockup Maison BK B03](https://paragonn-cdn.nyc3.cdn.digitaloceanspaces.com/matchstic.com/images/_1280x853_crop_center-center_none/MockupMaison_BK_B03.jpg)
Finally, we equipped Trux with brand voice guardrails. Messaging blends the company’s expertise with empathy for construction’s hardest workers.
![TRUX Mockup 3](https://paragonn-cdn.nyc3.cdn.digitaloceanspaces.com/matchstic.com/images/_1280x853_crop_center-center_none/TRUX_Mockup-3.jpg)
![Trux Product Illustrations Delivery In Progress](https://paragonn-cdn.nyc3.cdn.digitaloceanspaces.com/matchstic.com/images/_1280x720_crop_center-center_none/Trux_Product_Illustrations_Delivery_In_Progress.jpg)