Redwood Logistics — Brand Identity Case Study

Overview

Five companies under one brand

I led a focused program to bring five businesses into a single Redwood identity. We aligned on outcomes up front. We would operate as one brand, tell the same sales story across every deck and one-pager, and cut down custom requests by giving people templates that actually help.

The name changes were clear and deliberate. 3PLogic became Redwood Supply Chain Services. Transportation Solutions Group (TSG) became Redwood Multimodal. Transportation Solutions Enterprises, the holding company, became Redwood Logistics. Demand Logistics became Redwood Distribution. Freight Exchange became FX, a Redwood Company.

System

Rules that help, not hinder

I audited what each company was using, kept what worked, and retired what did not. We set practical guidance for logo usage and clear space, a palette anchored by Redwood Red with tight neutrals, and type scales that read cleanly in print and on screen. The graphic language suggests network movement without overpowering the message.

Everything lives in a shared library so updates roll out everywhere. New teammates can plug in on day one and ship with confidence.

Templates

Tools people actually use

I built templates for the real work. Sales has PowerPoint files with patterns for the opener, proof, solution, and next steps. Print runs on InDesign templates with a steady grid and type rhythm. Social kits include safe crops and text overlays. Case studies and one-pagers lead with the problem, the move, and the outcome so the value is obvious without extra explanation.

The effect is less time rebuilding slides and more time in conversations that move deals forward.

Application

Consistency everywhere it shows up

We applied the system to brochures, banners, signage, invites, and event tables so the brand feels the same in print, on screen, and in person. Environmental mockups helped us test legibility on rough materials and in uneven light. Texture plays a support role so the message stays clear.

The result was fewer one-offs, faster handoffs, and a clearer signal in every channel.