Max Hofert Design brings a retro airline-inspired look to truck parts provider Carryingmate
With a focus on quality, product prowess, and unwavering trust, Carryingmate, a leading provider of cutting-edge truck and trailer parts, has established itself as a highly trusted brand for its clientele. However, in an industry that has lagged in modernising its brand experience, Carryingmate also lacked verbal and visual communication that aligned with its unparalleled global operations. Recognising the significance of this, it was time for a change.
In collaboration with UX strategist Kristen Wavryk, Colorado-based studio Max Hofert Design embarked on a comprehensive brand refresh for the company, aiming to provide an entirely new ecosystem that would propel Carryingmate into the future. Through in-depth research and competitive analysis, the team discovered unique opportunities for positioning itself through colour. Instead of blending in with the ‘endlessly vast corporate ocean’ of navy blue, Hofert created a system that combined earthy base hues with an electrifying lime shade. This distinctive combination not only captures attention but also exudes an energy that is integral to building brand recognition. “Additionally,” Hofert notes, “we knew it was crucial to create disruption within the category, spotlighting the innovation and global presence that makes Carryingmate unique.”
In addition to the vibrant colour palette, Carryingmate introduced a dynamic and contemporary new logomark. “Taking inspiration from retro airline design,” Hofert reveals, “our logomark captures the lightning speed and momentum that has powered Carryingmate globally for two decades, with a winged ‘C’ as the mainstay.” Alongside this, he selected Pangram Pangram’s Telegraf as the primary typeface. This sans serif family “fit the bill,” says Hofert, describing it as “a workhorse with some serious attitude,” with the perfect balance of flexibility and uniqueness.
Complementing the typographic treatment, Carryingmate adopted a layout system that incorporates rounded and notched components, visually representing the seamless fitting together of truck parts. “As a premium custom semi-part manufacturer, we wanted the design system to convey a sense of unity and connectedness,” Hofert says, reflecting on the project. “The rounded and notched components are used to house different elements within the layout. They resemble the complex parts and pieces Carryingmate builds, which all fit together to form a distinct product offering.”