Projects
About
Hagen Logistics
Helping the Midwest’s premier expert in food-grade liquid freight logistics realize their ambitions
ROLE
Brand strategy
Brand identity design
Art direction
Visual design
CHALLENGE
Simplify a multi-brand knot and provide a solid new brand platform for Hagen Logistics, the Midwest's premiere expert in food-grade liquid freight logistics, helping them realize their ambition to expand their geographical footprint and become a technology leader in their space.
APPROACH
Together, we leaned into their Liquid Freight brand, creating a new brand design language respectful enough to recognize their heritage but modern enough to lead them into a new era.
Impact
BRAND STRATEGY
The brand strategy coalesced around a single brand with potential—a brand whose name the organization was already answering the phones with!
CREDIBILITY
The updated brand and design language gave Liquid Freight a credible platform for their software ambitions.
POSTSCRIPT
Liquid Freight was acquired by Henniff in 2024.
Beyond the basics
UX/UI
Ride Club
Ride Club
Retail digital hub
Retail digital hub
Consumer choice
Consumer choice
Mobile lab UI
Mobile lab UI
AI chatbot
AI chatbot
Lüm app
Lüm app
ART DIRECTION
U. of Wisconsin HELP
U. of Wisconsin HELP
Liquid Freight
Liquid Freight
Technology marks
Technology marks
Trek packaging
Trek packaging
Bontrager wordmark
Bontrager wordmark
ABOUT
Me
Me
Testimonials
Testimonials
©2025 JB
THINK HARD. DESIGN EASY.
Projects
Projects
About
About
Hagen Logistics
Helping the Midwest’s premier expert in food-grade liquid freight logistics realize their ambitions
ROLE
Brand strategy
Brand identity design
Art direction
Visual design
ROLE
Lead UX and UI designer
CHALLENGE
Simplify a multi-brand knot and provide a solid new brand platform for Hagen Logistics, the Midwest's premiere expert in food-grade liquid freight logistics, helping them realize their ambition to expand their geographical footprint and become a technology leader in their space.
APPROACH
Together, we leaned into their Liquid Freight brand, creating a new brand design language respectful enough to recognize their heritage but modern enough to lead them into a new era.
Impact
BRAND ALIGNMENT
The brand strategy coalesced around a single brand with potential—a brand whose name the organization was already answering the phones with!
CREDIBILITY
The updated brand and design language gave Liquid Freight a credible platform for their software ambitions.
POSTSCRIPT
Liquid Freight was acquired by Henniff in 2024.
Beyond the basics
UX/UI
Ride Club
Ride Club
Retail digital hub
Retail digital hub
Consumer choice
Consumer choice
Mobile lab UI
Mobile lab UI
AI chatbot
AI chatbot
Lüm app
Lüm app
ART DIRECTION
U. of Wisconsin HELP
U. of Wisconsin HELP
Liquid Freight
Liquid Freight
Technology marks
Technology marks
Trek packaging
Trek packaging
Bontrager wordmark
Bontrager wordmark
ABOUT
Me
Me
Testimonials
Testimonials
©2025 JB
THINK HARD. DESIGN EASY.
Projects
Projects
About
About
Hagen Logistics
Helping the Midwest’s premier expert in food-grade liquid freight logistics realize their ambitions
ROLE
Brand strategy
Brand identity design
Art direction
Visual design
ROLE
Lead UX and UI designer
CHALLENGE
Simplify a multi-brand knot and provide a solid new brand platform for Hagen Logistics, the Midwest's premiere expert in food-grade liquid freight logistics, helping them realize their ambition to expand their geographical footprint and become a technology leader in their space.
APPROACH
Together, we leaned into their Liquid Freight brand, creating a new brand design language respectful enough to recognize their heritage but modern enough to lead them into a new era.
Impact
BRAND ALIGNMENT
The brand strategy coalesced around a single brand with potential—a brand whose name the organization was already answering the phones with!
CREDIBILITY
The updated brand and design language gave Liquid Freight a credible platform for their software ambitions.
POSTSCRIPT
Liquid Freight was acquired by Henniff in 2024.
Beyond the basics
UX/UI
Ride Club
Ride Club
Retail digital hub
Retail digital hub
Consumer choice
Consumer choice
Mobile lab UI
Mobile lab UI
AI chatbot
AI chatbot
Lüm app
Lüm app
ART DIRECTION
U. of Wisconsin HELP
U. of Wisconsin HELP
Liquid Freight
Liquid Freight
Technology marks
Technology marks
Trek packaging
Trek packaging
Bontrager wordmark
Bontrager wordmark
ABOUT
Me
Me
Testimonials
Testimonials
©2025 JB
THINK HARD. DESIGN EASY.