Comet National Shipping

Comet National Shipping is an LTL and hotshot freight carrier; the operational reality is trucks, drivers, dispatch boards, and a clock that never stops. The marketing surface has to look as serious as the operation behind it. Over a multi-year engagement that has expanded with the business, the work covers every layer of their brand, from the website down to what a driver hands a customer at the dock.

The work

• Web design and hosting for the public-facing site
• Brand and graphic design across all customer touch points
• Custom posters and large-format print for facilities, events, and fleet
• Printed collateral and operational documents; the physical things drivers and customers actually hold
• Custom illustrations and motion work for digital and print contexts
• Brand system management across multiple properties and sub-brands

Print and production

Freight operations generate a steady volume of physical materials: rate cards, driver packets, load documentation, signage. Most of it is templated and functional, but the better pieces, recruiting posters, event materials, the things that go on a wall in a terminal, get custom illustration treatment. Every poster is built to the same brand standard as the website, because they exist in the same world.

Large-format work has to hold up at scale. That means vector-native art, proper bleed and resolution specs, and files that go to the printer ready to run without a phone call.

Illustration and motion

Original illustrations for Comet are built around the operational vocabulary of freight: routes, loads, speed, reliability. The aesthetic is clean and direct; no clip art, no stock library shorthand. The same illustration style carries into motion work: animated social assets, looping graphics, and short explainer animations that can live on the site or in a sales context.

Motion is kept purposeful. If something moves, it moves because the movement carries information or directs attention, not because it can.

A brand system across multiple properties

Comet operates more than one brand vertical. Each property has its own identity - name, palette, positioning - but they share a common structural logic: type hierarchy, spacing, component language. That consistency means a new sub-brand can be stood up quickly without starting from scratch, and a customer who touches more than one Comet property won’t feel the seam between them.

Managing that kind of system across properties is different from managing a single brand. The work is in the decisions that happen upstream; what the sub-brands share, what they’re allowed to diverge on, and where the guardrails actually live.

Why this one is on the list

Comet is the proof that branding and software belong to the same discipline. The web design, the printed paperwork, the illustrations, and the motion work are all made by the same person who understands what dispatch and operations need from each. There is no “creative team threw it over the wall” because there is no wall.