Trimble
Encouraging Engagement: “3 Reasons for Shippers to Attend” Campaign
Project Detail
Trimble Insight 2025 Digital
Marketing Campaign
Role
Graphic Designer
Brand Marketing Designer
Social Media Content Creator
Duration
June 2025
(3 days)
Tools
Illustrator
Brief
Design a digital marketing graphic to promote the 2025 Trimble Insight Tech Conference and encourage shippers to attend for the first time. The event welcomes over 1,500 transportation and logistics professionals annually.
Overview
The project focused on introducing a new audience by creating a bold, branded visual that communicated value. Road-themed visuals and detailed iconography reflected the evolving focus while staying true to Trimble’s brand system.
Solution
I created a dark-gradient graphic featuring road linework that visually connects each benefit. Custom icons were designed to represent each key point. final design was distributed across digital channels to promote engagement.
Research
Target Audience
Shippers, Carriers, Logistics Managers, Supply Chain Planners, and Transportation Tech Professionals
Tech-driven shippers and logistics professionals seeking smarter, connected solutions to optimize freight, yard management, and logistics communication.
Challenges
Old Design
Trimble Insight Tech Conference 2024 Social Post
No existing shipper-focused promotional assets
The design lacked content tailored specifically to shippers, making it harder to connect with this audience or highlight relevant benefits.
No existing shipper-focused promotional assets
While visuals were present, the existing icon library lacked elements that clearly conveyed shipper-specific themes, making it challenging to visually support and strengthen the intended message.
Needed to engage a new audience while preserving brand familiarity
The design had to strike a thoughtful balance, appealing to shippers in a way that felt purposeful and aligned, while ensuring the experience remained consistent for existing users.
User needs
Clear value specific to shipper roles
Easy access to shipper-focused sessions
Simplified value highlights for shippers
User goals
Discover why Insight 2025 matters
Identify business value in attending
Feel acknowledged and welcomed in the event’s community
User frustrations
Earlier assets were carrier-focused
No specific callouts for shipper benefits
Overuse of generic messaging
Communicate key benefits to a new audience
Highlighted three main benefits through strong layout and hierarchy
Need & Solution
Reinforce Trimble’s commitment to innovation and inclusivity
Designed two new detailed icons for benefits #2 and #3 using Trimble's icon standards
Goal
Visualize value through customized, detailed iconography
Incorporated road map visuals and dynamic motion lines to reinforce the Insight theme
Introduce and welcome shippers to Insight 2025 through a bold, clear, and branded campaign asset that effectively outlines their benefits in attending
Design
Design System
Theme
Where Technology Meets the Road
Font
Color
Hero colors
Secondary colors
Tone of Voice
Confident
Professional
Forward-thinking
Informative
Detailed Icons
Illustrator
“Explore Logistics & Supply Chain Technology” Icon
To visually support this benefit, I created an icon combining a gear, a truck, and a stack of boxes, representing technology, transportation, and inventory.
Canvas size:
256×256 px
Line weights:
main (2.5 pt), detail (1 pt), with an outer dashed circle (0.75 pt; 4pt dash, 3pt gap)
Color palette:
Base: Trimble gray line work l Minimal accent fills: blue, green, yellow-orange
Icon elements:
Gear = Technology l Truck = Transportation l Boxes = Inventory
Visual construction:
Simplified, flat vector style with bold geometric shapes and dashed motion arrows to convey a clear sense of movement and process
I created an icon that features a rising statistics chart with a dollar sign and a magnifying glass, symbolizing analysis, growth, and financial efficiency.
Canvas size:
256×256 px
Line weights:
main (2.5 pt), detail (1 pt), with an outer dashed circle (0.75 pt; 4pt dash, 3pt gap)
Color palette:
Base: Trimble gray line work l Spot colors: blue, yellow, grey
Icon elements:
Magnifying glass = Identifying l Upward bar chart = growth opportunity l Dollar sign = cost savings
Visual construction:
Layered elements to show complexity, clean intersections for readability, and high-contrast focal points to guide the viewer’s eye
“Identify Opportunities to Save Money” Icon
Social Media Posts
Illustrator
For this project, I designed a five-frame social media carousel promoting the 2025 Trimble Insight Tech Conference for shippers. The goal was to create a visually engaging and easy-to-digest format that clearly communicates key value points, using a bold color gradient and consistent iconography to guide the viewer through each frame while staying aligned with Trimble’s brand identity.
I contributed two custom icons representing logistics/supply chain technology and operational cost optimization (slides 2 and 3), matching the style of the existing handshake icon sourced from the Adobe library. To visually connect each frame, I incorporated a stylized roadway that guides the viewer through the sequence, reinforcing the conference’s theme of “where technology meets the road.”
My design approach emphasized clarity, consistency, and storytelling. I used clean vector shapes, balanced color accents, and integrated elements like charts and gears to simplify complex ideas. These icons and layout choices enhance visual hierarchy and unify the narrative across the carousel.
Discovered
Creating custom visuals and icons helped make the event messaging clearer and more engaging for a broader logistics audience.
Learned
Developing new icons for a specific user group required balancing creativity with brand discipline. It deepened my understanding of visual storytelling.
Takeaway
Strategic use of typography, layout, and iconography can successfully shift a brand’s messaging to reach a new audience without disrupting visual cohesion.