Sunline Asset Based Logistics

Sunline, a Texas-based transportation company with 27 years of service in both Texas and Mexico, sought to refresh its brand identity and enhance its online presence to better attract young potential employees.

The goal was to modernize the brand to reflect the company’s growth, while honoring its heritage, and create a more engaging experience for younger talent.

The logo redesign is a modern evolution of the original, retaining key elements like the color palette and logotype while reimagining the overall look. The new circular logomark combines shapes to abstractly depict a horizon where the sun meets the open road, symbolizing the "sunline." The brand collateral captures the company’s vibrant culture and shared values, celebrating both its legacy and future while fostering pride and unity among employees.

The website redesign focused on establishing a stronger digital presence to showcase Sunline’s services and job opportunities more effectively. During a user interface analysis, we identified usability issues, including unclear job descriptions and an outdated application process that relied solely on printable forms.

By leveraging these insights, we restructured the website to align with industry standards and user expectations, improving labeling, information clarity, and streamlining the application process. This approach encouraged more individuals to apply for job openings, resulting in a 33% increase in employment.