Loadsmith
Scaling a Smart Freight Brand
See It Live loadsmith.com
Created at La Visual
Role
Brand Designer
Motion Designer
Tools
Illustrator
Photoshop
After Effects
Microsoft PowerPoint
Overview
Loadsmith is a modern freight logistics platform built to optimize middle-mile shipping with real-time visibility and efficiency. When I joined the project, the core brand had already been established by La Visual. My role focused on expanding and adapting the identity across real-world applications and motion, helping Loadsmith scale from startup to industry disruptor.
Contributions
Brand Expansion and Motion
I animated the Loadsmith stag logo into a motion asset for use on social media, extending the brand’s expression through motion design. I also collaborated with another animator to support a video showcasing Loadsmith’s North American shipping network; contributing vector assets used to animate the connected logistics map. Watch the Video
Marketing and Visual Assets
As Loadsmith grew from startup to recognized logistics innovator, I supported the brand’s rollout across a wide range of marketing and digital platforms. I designed visual assets for the Google Play Store, social media campaigns, and app previews, along with branded business cards, presentation decks, and seasonal promotional materials. These deliverables helped reinforce a consistent visual identity throughout the company’s public-facing content and partner communications.
Tradeshow and Sales Collateral
I worked with a team member to create branded, print-ready displays and signage for industry tradeshows. This included designing large-format visuals and collaborating on layout to ensure clarity, scale, and visual impact in live event environments.
Impact
Shortly after the rollout of their expanded brand presence, Loadsmith made headlines by ordering 800 autonomous truck systems in partnership with Kodiak Robotics and took step that positioned them at the forefront of self-driving freight innovation FreightWaves. This milestone signaled the company’s momentum in the logistics tech space and reinforced the need for a scalable, future-ready brand system.
