Brand Identity & Website for Gradient

Gradient is an Oregon-based transportation compliance company on a mission to safeguard—helping customers navigate regulations with clarity, confidence, and care. Their work keeps roads safer and systems stronger, all in service to a safer world.

When two companies merged under one vision, my team guided the full rebrand, from renaming through rollout. I helped define the brand’s archetype and story—landing on the hero archetype and a narrative inspired by superhero teams. This became the foundation for a bold new identity.

I designed a full visual system rooted in comic book energy and heroic optimism, then applied it across logo design, swag, website, internal tools, and environmental branding. I also led the creation of launch assets, internal templates, and software branding—ensuring the identity extended beyond marketing into the daily experience of the brand. Working closely with developers and contractors, I art directed a custom photoshoot and oversaw the build and animation of the website. A detailed brand guide and asset system empowered Gradient’s team to confidently carry the brand forward.

Merging teams, missions, or visions under one bold identity?