Matt Romo | Identity Designer & Art Director for Modern Brands
Loadsmith_PitchDeck_42519.jpg

Loadsmith

Branding and identity design for Loadsmith, a bold 3PL startup. A white stag symbol leads a rugged, modern brand system through the logistics landscape.

Loadsmith // Freight & Logistics Startup Branding

Crafted Logistics

Branding for a Logistics Startup Focused on Autonomous Freight and 3PL Innovation

www.loadsmith.com
Collaboration with La Visual, Inc.

 

Brand Foundation

Loadsmith came to us as a logistics startup with no existing brand. Their goal was to build a Capacity-as-a-Service platform that would combine traditional 3PL services with automation and smart trailer technology. We were tasked with creating the brand from the ground up, starting with the name, brand strategy, and identity system.

The name “Loadsmith” was developed to suggest mastery, precision, and control over freight. We built the brand narrative around the symbol of the white stag—a guide through complexity and change. This gave Loadsmith a story that aligned with its mission to lead the industry into an autonomous, tech-enabled future.

Identity System

We created a complete brand identity system tailored for a modern freight company. At its center was the white stag logo, designed for confidence, clarity, and scalability. The visual system included a geometric brand pattern, a focused color palette, and a type system optimized for digital tools, mobile apps, and vehicle branding.

Every application—from the UI design to truck liveries—was built for real-world use across the freight ecosystem. The identity system helped Loadsmith launch with a cohesive presence and positioned the company as a serious player in logistics innovation.

Business Impact

After launching the brand, Loadsmith quickly gained traction. They raised over $10 million in funding, formed key partnerships with Kodiak Robotics and Wabash, and built a nationwide trailer pool with over 6,000 units. The company launched an autonomous freight program, sold its brokerage division to FreightVana, and was twice named to the FreightTech 100 list.

This brand gave Loadsmith the foundation to scale. It established credibility early, supported investor and partner outreach, and helped define the company’s role as a leader in autonomous freight and modern 3PL solutions.

Conceptual image of a white stag running through a forest, representing guidance, transformation, and the symbolic foundation of the Loadsmith brand identity.
Loadsmith brand logo lockup featuring a black and orange stag icon with stylized antlers alongside bold orange wordmark on a white background.
Loadsmith brand collateral mockup featuring business cards, letterheads, envelopes, and folders with the stag logo, custom wordmark, and branded color system.
Loadsmith stationery mockup with branded letterhead, business cards, and envelopes showcasing the stag logo, modern wordmark, and orange accent color.
Close-up of Loadsmith business card on branded orange folder, featuring the stag icon, modern typography, and embossed logo pattern in the background.
Loadsmith brand identity pattern featuring curved orange lines on a dark background, paired with the white stag logo and bold orange wordmark.
Overhead view of Loadsmith business cards in black, orange, and white colorways featuring the stag logo and wordmark.
Loadsmith semi-truck livery mockup featuring the white stag logo, bold orange wordmark, and curved brand pattern applied to the trailer and cab.
Loadsmith pitch deck mockup displaying branded presentation slides with charts, maps, typography, and the stag logo in a cohesive visual system.
Rear view of Loadsmith semi-truck livery mockup showing the brand’s curved orange pattern, stag logo, and vertical wordmark applied to the back of the trailer.
Loadsmith website UI mockups displayed on desktop, tablet, and mobile devices, showcasing responsive design, brand visuals, and shipper/carrier portal interfaces.
Loadsmith tablet UI mockups showing about, process, and contact page designs with bold typography, orange accents, photography, and responsive layout.
 
 

Looking to build a brand from the ground up? We help startups in logistics, SaaS, and tech define their identity and stand out from day one.