Pathway Services
Brand history
Pathway Services is a world leader in road condition surveying with a highly technical product and a services that reaches clients all over the world - clients which are very up to date on the most innovative technological advancements.
Unfortunately, Pathway's brand message was disjointed and not adequately connecting with their target audience. Multiple visual identities and communication strategies led to a variety of problems.
"Josh was invaluable in our efforts to rebrand and regenerate not only our Web presence, but also our entire corporate attitude toward branding and presentation. When he was done, we didn’t just have a better understanding of how our website would be perceived—we also knew how our company identity should be presented both internally and externally."
-Scott Mathison (VP Business Operations)
A New Brand Story
After analyzing their competition as well as their own services I saw that their unique value proposition was their incredibly advanced technology coupled with extensive one-to-one customer support.
Working with the President and VP of Operations, I identified all of the different ways that Pathway communicates and developed a consistent visual system that covered a variety of media and collateral pieces. These brand guidelines were then passed off to their team to be implemented everywhere from print design to van wraps to shipping labels to email signatures and more.
Website Redesign
In addition to all of this, I helped them develop a new web presence - from content strategy and site architecture to interaction design and the visual look and feel. This process also served as a reference point for the rest of their communcation strategy moving forward.
Take a look at the live site over at pathwayservices.com.
Some of the things I worked on include:
- Site architecture
- Content Strategy
- Wireframing
- Nav architecture (everything within one click)
- Simple grid design (960 based)
- Graphic design
- Hmtl/CSS/javascript