EMS Truck & Trailer Parts
EMS Brand Identity Revamp
Services: Branding & Brand Development, Digital Design and Print Design
Deliverables: Logo Design, Brand Guidelines, Branded Stationery, Store Signage, Vehicle Graphics, Uniform Branding, Email Design, Website Banners, Infographics, Brochure Design and Internal System User Guides
European Maintenance Supplies (EMS) is part of the German truck and trailer parts supply chain, BPW Group. As an established supplier of HGV parts in England and Scotland, the company sought to modernise its brand identity, reflecting a forward-thinking vision aligned with its parent company while retaining its own individuality.
For the logo design, I drew inspiration from the distinctive chevron patterns found on tyre treads and the classic red and yellow markings on large goods vehicles. These elements were paired with a slanted font style to evoke a sense of movement and dynamism.
Working closely with the marketing consultant overseeing the project, we developed the slogan 'Driving the Nation'. I proposed strategically placing this on the roofs of the company’s service vehicles to ensure visibility for their target audience – HGV drivers.
The company selected its Warrington site as the first location to undergo a complete visual transformation. For this project, I designed new internal and external signage, mocked up designs for staff uniforms, and created promotional feather flags. My favourite aspect of this phase was redesigning the service vehicles. This project became the benchmark for further rollouts at other EMS sites across England and Scotland.
Once the refreshed brand identity was established, I created comprehensive brand guidelines to ensure consistency across all touchpoints. Collaborating with the UK head office team, I developed a suite of templates and marketing collateral that allowed EMS to produce professional, on-brand materials for internal and external use.
These templates included:
• PowerPoint presentations
• Quotes and invoices
• Manager’s specials
• Business cards, letterheads, and envelopes
• Email signatures
• Compliment slips
• Notepads
• Marketing emails
• Website banners
• Infographics
• Brochures
• How-to guides for internal operations
