BlueLine Rental - A Year in Review

This is a case study on a year of design for BlueLine Rental, a construction equipment rental company with headquarters in The Woodlands, Texas. I have been the production artist and designer for this client for the past year at MMI Agency. The concept, from the look and feel, to the layout and designs, was a collaborative effort with MMI Agency's Head of Creative, Adrienne Adair. The BlueLine logo was already established by the company and was the starting point to design the brand's identity. I was tasked with producing various collateral and materials, as well as illustrating all of the line drawings and division icons that were utilized throughout the brand. It was a lot of fun to bring creativity to a (usually) non-creative industry.

Building the Best - Annual Meeting Logo

The client commissioned us to design a logo for their annual Equipment Expo. We went through multiple rounds of revisions to try and compose a logo that was creative but met each of the client’s specific requests. A night jog gave me the idea to add some supplemental details to one of the initial logo designs we created. I was confident in the new design and I proceeded to pitch the logo to the client, affirming this design was the best version to set the tone for their annual event. We were ecstatic to receive their final approval of the design and I considered this a victory, as it seemed that up until that point, none of the designs were solid enough to receive their approval.

Back to Black - Annual Meeting Logo

Not long after receiving the approval of the ‘Building the Best’ logo, we received news that the client, was changing direction in management and wanted to move forward with a new theme for their annual event "Back to Black". Scrapping our previous design, we began anew and thus another design challenge began.

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