Brand identity and website design for a ground logistics and transportation service.


Authentic Logistics is a modern company that offers safe and efficient logsitcs and dispatching services to other smaller but growing truck drivers and companies.

Authentic Logstics solves this problem by simply partnering with truck owner-operators to become a back-office extension of their operations by finding top paying, quality freight to be delivered. They handle paperwork, phone calls, emails, freight rate negotiations, credit checks, and even support their carriers with roadside assistance. Basically, Authentic Logistics allows its carriers to focus on the road, earn more revenue, and most importantly save operational costs to increase their bottom line.

The Authentic Logistics team came to us with two main project requests:

  • establish the visual identity for their online brand
  • build a usable and functional website that will allow new drivers to apply seamlessly

The Travon Sellers Design Studio team created a digital brand system of fonts, patterns, and UI components that helped bring their website to life while letting the world know that Authentic Logistics people genuinely care about the success of their clients.

Authentic Advantages

We worked alongside the CEO and his team to first understand the pain points he was experiencing in his business model without a website. Then we shifted gears to begin thinking about the sitemap, information architecture, and overall strategy for the website.

We shared a series of low-fidelity prototypes with the client before finally landing on a simple and beautiful user interface that the client enjoyed. The visual identity included an iconography set, striking headlines, and eye-catching photography.