Liftango
Over six years, I grew Liftango's brand from a logo to a cohesive system. Liftango now works with some of the world's biggest transport companies and Fortune 500 companies.
Web Design
•
SEO
•
Product Marketing
Full Case Study
↓
Company Overview
Liftango is a B2B/B2G transport technology company operating across a range of markets, primarily; enterprise carpooling, public on-demand buses, and campus transport.
Project Context
When I joined Liftango in 2019, the brand guidelines consisted of a logo, four colours, and a typeface. Liftango was growing quickly and needed to attract bigger clients while expanding into the US and Europe. I joined the Marketing Team when US expansion was in its earliest stages, and oversaw the brand for the next six years as Liftango grew into a global market provider.
Role
Owner
Timeline
Ongoing
Project Goals
Build and manage the brand guidelines and design system
Expand the brand asset library
Ensure brand consistency across a global remote team
Liftango's branding in 2019.
Expanding the core brand
The inherited branding consisted of the above parts and not much else. One of the first things I did was to add a set of secondary colours to be used for supporting elements such as error/success messages. These additions can be seen in the brand guidelines below.
I also created a font pairing, Montserrat for headings and Roboto for body. Choosing a Google typeface meant there was good adoption, and Montserrat felt like a strong and modern addition to match the colour scheme.
As the team grew across time zones, I built out a detailed set of brand guidelines where assets could be hosted, managed and downloaded. I used Standards to build the site, enabling the team to stay on-brand without needing me to personally oversee each decision.
Building templates
As well as providing assets to use, I built templates for decks, socials and case studies. Since most clients required a bespoke solution, the Sales team would customise these materials themselves in Canva or Google Slides. Since the team was globally distributed, I created custom heading pages for each region.
A selection of Google Slide templates for our global team, customised to each region. Shown here are templates for the UK, Brazil, US, Canada and the Middle East.
Mock-up of the Carpooling Product Guide.
Managing a global brand
Our Sales team would attend transport conferences all over the world. I worked with local printers to design and build our stands, plus any other materials required.
This would include a range of different assets; signage and roller banners, printed ads for the conference booklets, and booklets with case studies for the Sales Team to distribute. All of these would be bespoke, targeted to that market and sometimes requiring translations.
Results
From a logo and a couple of templates to a cohesive brand that’s making its mark in five continents. Liftango now works with some of the biggest transport companies in the world and a host of Fortune 500 companies.
I feel proud to have been a part of that journey, helping to shape the brand as it left the shores of Australia and made a difference to the way people move all over the world.
More Projects
↓
