Powerfleet Brand Evolution
Powerfleet had grown through mergers, acquisitions, and expanding market needs. The brand was now supporting more teams, regions, platforms, and materials than the original system had been built to handle.
The evolution was a collaborative effort across Brand and Communications, Product Marketing, and Product. Product helped ensure alignment with the Unity platform where needed, particularly around typography. I helped lead the working sessions, built much of the supporting visual system, and designed the updated brand guidelines.
The goal was not to reinvent Powerfleet. It was to preserve what people already recognized while making the brand clearer, more flexible, and easier to apply consistently.
ROLE
Senior Graphic Designer, Powerfleet
TIMELINE
Initial rollout May 2025, ongoing evolution
TOOLS
Illustrator, InDesign, Photoshop, Adobe XD, Figma
FOCUS
Brand evolution, visual system, guidelines, cross-functional collaboration
Powerfleet Brand Evolution
Powerfleet had grown through mergers, acquisitions, and expanding market needs. The brand was now supporting more teams, regions, platforms, and materials than the original system had been built to handle.
The evolution was a collaborative effort across Brand and Communications, Product Marketing, and Product. Product helped ensure alignment with the Unity platform where needed, particularly around typography. I helped lead the working sessions, built much of the supporting visual system, and designed the updated brand guidelines.
The goal was not to reinvent Powerfleet. It was to preserve what people already recognized while making the brand clearer, more flexible, and easier to apply consistently.
ROLE
Senior Graphic Designer, Powerfleet
TIMELINE
Initial rollout May 2025, ongoing evolution
TOOLS
Illustrator, InDesign, Photoshop, Adobe XD, Figma
FOCUS
Brand evolution, visual system, guidelines, cross-functional collaboration
Powerfleet had grown through mergers, acquisitions, and expanding market needs. The brand was now supporting more teams, regions, platforms, and materials than the original system had been built to handle.
The evolution was a collaborative effort across Brand and Communications, Product Marketing, and Product. Product helped ensure alignment with the Unity platform where needed, particularly around typography. I helped lead the working sessions, built much of the supporting visual system, and designed the updated brand guidelines.
The goal was not to reinvent Powerfleet. It was to preserve what people already recognized while making the brand clearer, more flexible, and easier to apply consistently.
ROLE
Senior Graphic Designer, Powerfleet
TIMELINE
Initial rollout May 2025, ongoing evolution
TOOLS
Illustrator, InDesign, Photoshop, Adobe XD, Figma
FOCUS
Brand evolution, visual system, guidelines, cross-functional collaboration
What Needed to Evolve
The identity remained recognizable, but the system around it had not kept pace with the volume and variety of work being produced. As more teams and regions created materials, inconsistencies became increasingly visible.
Dated typography
Century Gothic no longer reflected the tone of a modern technology company. Internally, it had even earned comparisons to a funeral home.
Rogue color usage
New colors were appearing without shared guidance, making individual campaigns feel disconnected from the broader brand.
Inconsistent hierarchy
Headings, subheadings, and body copy lacked clearly defined roles, making layouts harder to scan and difficult to repeat consistently.
What Needed to Evolve
The identity remained recognizable, but the system around it had not kept pace with the volume and variety of work being produced. As more teams and regions created materials, inconsistencies became increasingly visible.
Dated typography
Century Gothic no longer reflected the tone of a modern technology company. Internally, it had even earned comparisons to a funeral home.
Rogue color usage
New colors were appearing without shared guidance, making individual campaigns feel disconnected from the broader brand.
Inconsistent hierarchy
Headings, subheadings, and body copy lacked clearly defined roles, making layouts harder to scan and difficult to repeat consistently.
Typography
Typography was the clearest chance to modernize. Product had already moved the Unity platform to Poppins for headings and Inter for supporting copy, so rather than introduce a competing direction, we aligned the brand to it. Marketing and the platform would finally share the same type.
My part was making that pairing work outside the product. I defined clear roles for overlines, headings, subheadings and body copy, and set the weights, capitalization and spacing that gave designers room to flex without breaking consistency across digital, print, presentation and event work.
Color
Powerfleet green remained the anchor of the identity, but the system needed more range. Heavy reliance on a narrow palette made campaigns feel repetitive, while one-off color decisions contributed to the rogue usage people had begun to notice.
The expanded palette introduced supporting and accent colors for campaigns, events, data visualization, and regional materials. Additional green values created more depth within familiar brand applications, while gradients and data-inspired textures gave materials greater dimension and helped modernize the overall feel of the identity.
Clearer guidance around dominant, supporting, and accent colors allowed materials to respond to different audiences and formats while remaining recognizably Powerfleet.
Typography
Typography was the clearest chance to modernize. Product had already moved the Unity platform to Poppins for headings and Inter for supporting copy, so rather than introduce a competing direction, we aligned the brand to it. Marketing and the platform would finally share the same type.
My part was making that pairing work outside the product. I defined clear roles for overlines, headings, subheadings and body copy, and set the weights, capitalization and spacing that gave designers room to flex without breaking consistency across digital, print, presentation and event work.
The Guidelines
The updated guidelines were designed as a practical working resource rather than a purely visual presentation.
They brought typography, color, hierarchy, imagery, graphic elements, and real application examples into one shared system. The content was structured to show not only which elements to use, but how they should work together across different formats.
The direction was shaped through input from the teams involved. I owned the design and structure of the guide, built much of the supporting visual language, and turned the team’s decisions into a resource people could apply on their own.
The guide was also built to evolve. New patterns and examples could be added as the system was tested through campaigns, regional materials, events, and other real-world applications.
Color
Powerfleet green remained the anchor of the identity, but the system needed more range. Heavy reliance on a narrow palette made campaigns feel repetitive, while one-off color decisions contributed to the rogue usage people had begun to notice.
The expanded palette introduced supporting and accent colors for campaigns, events, data visualization, and regional materials. Additional green values created more depth within familiar brand applications, while gradients and data-inspired textures gave materials greater dimension and helped modernize the overall feel of the identity.
Clearer guidance around dominant, supporting, and accent colors allowed materials to respond to different audiences and formats while remaining recognizably Powerfleet.
What Changed
The real test of the evolution wasn’t the guidelines. It was whether everyday work got better. Side by side, the difference is easy to see, with the same kinds of materials now built on a shared foundation instead of one-off decisions. The changes were often subtle, but together they made the brand easier to read at a glance.
Type that fits
Century Gothic made a technology company look dated. Poppins and Inter, shared with the product, finally made marketing and the platform look related.
Color with intent
One-off colors made campaigns feel disconnected. A defined dominant, supporting, and accent palette gave the brand range without drift.
Hierarchy you can scan
Headings and body copy used to compete. Clear roles for every level made layouts faster to read and easier to repeat.
The Guidelines
The updated guidelines were designed as a practical working resource rather than a purely visual presentation.
They brought typography, color, hierarchy, imagery, graphic elements, and real application examples into one shared system. The content was structured to show not only which elements to use, but how they should work together across different formats.
The direction was shaped through input from the teams involved. I owned the design and structure of the guide, built much of the supporting visual language, and turned the team’s decisions into a resource people could apply on their own.
The guide was also built to evolve. New patterns and examples could be added as the system was tested through campaigns, regional materials, events, and other real-world applications.
What Changed
The real test of the evolution wasn’t the guidelines. It was whether everyday work got better. Side by side, the difference is easy to see, with the same kinds of materials now built on a shared foundation instead of one-off decisions. The changes were often subtle, but together they made the brand easier to read at a glance.
Type that fits
Century Gothic made a technology company look dated. Poppins and Inter, shared with the product, finally made marketing and the platform look related.
Color with intent
One-off colors made campaigns feel disconnected. A defined dominant, supporting, and accent palette gave the brand range without drift.
Hierarchy you can scan
Headings and body copy used to compete. Clear roles for every level made layouts faster to read and easier to repeat.
