Bluewire
Project Overview
Bluewire is a SaaS business intelligence platform purpose-built for the trucking industry — identifying the gaps, vulnerabilities, and severity risks that drive exposure for motor carriers and their insurers. As a startup entering a highly technical, compliance-heavy space, they faced a dual challenge: the product was genuinely revolutionary, but the subject matter — crash scores, severity ratings, regulatory compliance — was complex, dry, and difficult to communicate to a broad audience. We were brought in to build the brand from the ground up and design the product platform, with a mandate to make the complex feel clear, credible, and human.
My Role
Lead Designer
Art Director
My Role
I led brand strategy, identity, product design, UX/UI, and art directed the custom illustration system — working closely with a junior designer to develop a visual language that was cohesive, on-brand, and distinctive within the category. That meant working simultaneously at the strategic level (positioning a disruptive startup as a credible thought leader) and the interaction level (designing an intuitive platform for transportation and insurance professionals navigating dense data). Close collaboration with the engineering team ensured design intent was preserved all the way through to the built product.
The Brand & Design system
The Bluewire identity was built to feel bold, techy, and confident — a brand that could signal innovation in an industry not known for either. A palette running from white and black through a cyan-to-cerulean gradient unified the brand and product experience, creating a seamless visual thread from marketing to platform. Within the product, a custom icon system, refined typography hierarchy, and structured data visualization framework ensured that users — many of them non-technical — could quickly interpret complex information, navigate between modules, and act on what they found. Every design decision was held to a single standard: does this make the data clearer or less clear?
creative rationale
The central creative challenge was humanizing a brand whose core subject matter — crash severity, compliance gaps, risk exposure — is inherently clinical. The illustration system solved for this directly: expressive, line-drawn human figures placed alongside data visualizations, using bold outlines and flat geometric shapes to bridge the technical and the accessible. The style gave Bluewire a visual language that felt distinctly theirs in a category with no real visual precedent. On the product side, UX work began with deep analysis of user needs — transportation and insurance professionals who required fast, frictionless access to critical insights. Navigation architecture was designed to surface the most relevant data immediately and minimize cognitive load across a feature-dense platform, resulting in a product that felt intuitive from the first session rather than something requiring formal training.
results
Bluewire launched with a brand and product platform that positioned them as credible, visionary, and immediately understandable — no small feat for a first-of-its-kind SaaS product in a traditionally analog industry. The design system established a scalable foundation for product growth, and the illustration language gave Bluewire a recognizable identity that continues to differentiate them across their website, sales materials, and platform experience.
Project Team
Creative Director: Jennifer Bryan
Content Strategist: Jennifer Bryan, Jamie Bourgidu
Art Director / Lead Designer: Danielle Breck
Senior Designer: Bre Tauscher
Junior Designer: Nathan Bergfelt
Designed under the direction of Think Joule.
Project partners
Bluewire