Lanefinder
Art Direction * Brand Design * Motion Design * Photography * Videography *
UI
Lanefinder, tailored specifically for truckers in the trucking industry,
has swiftly established itself as a powerhouse within just two years. With
an impressive roster of over 5,000+ job listings and a loyal customer base
exceeding 7,000+, this platform has made its mark.
As the Art Director behind Lanefinder, I had the privilege of shaping its
complete visual identity. Recognizing the need for a distinct brand image,
my aim was to infuse Lanefinder with attitude and uniqueness. To achieve
this, I opted for a slightly more feminine color scheme and using the
colors based on typical american road signage.
The response was overwhelming – within just a year, Lanefinder became a
trusted and distinct resource, with truck driver schools regularly
recommending it as a reliable job board with a unique touch.
As the main page for advertising and a distinctively designed landing
pages, the website played a crucial role.
The platform served as a pathway for users to begin their job search.
After applying through the website, I placed the registration process for
creating an account at the end, leveraging the psychological commitment
built throughout the application. Then, users were enticed into the app
through emails and messages, with clear incentives such as having their
application viewed by companies.
In the trucking industry, drivers need to find specific jobs due to
strict regulations, making it challenging to offer enough value to become
the go-to job search platform.
I tackled this by focusing on detailed filters, so drivers wouldn't waste
time on jobs they weren't qualified for. The app also let us keep them
updated on their application's progress and gently guided them toward
actions that benefited both them and us.
Most communication with drivers went through the app, Lanefinder's main
platform. Two of our surveys showed genuine appreciation for its design
and user-friendly flow.
The challenge was that the trucking industry requires a detailed
application with hundreds of fields to fill out, which can be tedious,
especially for a new job board. Trust takes time to build.
I addressed this by simplifying the application process into a
pre-qualification stage. Once a driver received interest from a company,
we sent emails encouraging them to complete their profile. This approach
provided companies with key information about the driver upfront, and
eventually, they received a full profile meeting DOT and insurance
requirements.
This strategy significantly increased job applications, growing from just
a few to thousands each month.
A clear brand identity was crucial for quickly funneling jobs to our
clients and making a notable impact on our target market to build a
regular customer base.
I addressed this by developing a clear message that stood out among the
competition. Additionally, I created a marketing asset library in Figma,
which made it easy to maintain our brand consistency. This ensured that
whatever truckers saw, they instantly recognized it as Lanefinder.
Promotional materials I created for MATS, the Mid-America Trucking Show,
known as a one of the most prominent trucking convention globally. Our goal
was to attract attention, and it's safe to say we achieved that, given the
positive reception and results from the event.
Sveriges Television
Brand Design * Motion Graphics * Videography
I had the privilege of working as a Motion Designer at SVT, the public
broadcaster of Sweden. This showcases some of my past works during my time
there. Please keep in mind that this reel reflects my skills from some time
ago. Since then, I have made significant strides in my craft.
I especially take pride in conceptualizing the idea for "På Spåret" of
filming toy trains, while faking a sense of realism. Although my original
intro has since been replaced, I am glad to see that other graphic artists
have followed my concept, keeping its essence alive a decade later.