Mastery is a comprehensive cloud-based transportation management system (TMS) built from the ground up to help large shippers, carriers, and logistics service providers manage complex transportation needs in an efficient, cohesive, and intelligent way.
Jodi Navta and Luke Previs
Mastery was developing a brand around a new SaaS product built by logistics experts called MasterMind. Their mission was to provide unprecedented visibility and control by embracing the complexity that is the reality of the supply chain world.
The founder’s proprietary technology systems have powered some of the largest logistics companies in North America for over four decades, and this was a foray into a cloud-based SaaS offering. Moving Brands built a brand foundation with a beautiful logomark, color palette, and typography. We used these elements to build a high-performing website, establish detailed brand guidelines, a social foundation, and a robust public relations plan for launching the product in the marketplace.
Mastery wanted to be more than a SaaS platform. Mastery wanted to recruit top talent who would become as invested in the future of the company as the founders. We needed to position Mastery as a place where you can be yourself, a place comprised of diverse thinkers and designers.
Mastery noun 1. possession or display of great skill or technique.
At Mastery we encourage everyone to become an expert of their own craft. Together we are a culture of designers, engineers, artists, athletes, and academics. Through diverse thinking, highly crafted design, and supply chain expertise, we believe our purpose is to design a technology that people love using.
The World's First Lovable TMS.
If you are part of a complex company with high performance expectations then you know what it’s like. The daily struggle for clear visibility across all platforms. The cumbersome process of moving from system to system in pursuit of something better. The constant pressure to link it all together – and fast. Introducing Mastery, the first TMS that makes tasks more manageable while connecting complex parts of your supply chain in one place. Easy to use. Fast. Reliable. Finally a system to love.
Mastery had a logo system in place, but needed an expanded visual aesthetic and brand language that matched their story and narrative. Working with the Mastery team, we developed an expanded color palette, a data visualization palette and style guide, photography art direction, an iconography library, and more.
Our direction for the Mastery photography had to center around the baseline brand and the narrative we developed. We strove for a sense of realness, so a “behind-the-scenes” feel was our starting point. We aimed to show real moments and masters at work behind the technology. We landed on a maximally desaturated look, with natural lighting and high contrast. We developed four buckets of photography, using both stock and custom photos and textures to build a story and add depth to the aesthetic. Additionally, we developed a secondary stylized look that incorporates overlaying gradients and masking parts of an image.
Naturally lit and maximally desaturated. Behind the scenes feel. Showing the professionals behind the technology.
Real moments. Masters at work.
Textures of permanence.
These textures will outlast us. They are meant to be forever, to leave a mark and be part of the organic landscape.
These materials are pieces of art themselves.
Close framing suggests the detail that Mastery knows and builds into everything it creates. Real copper textures are used in full color, matching the same hue of copper as our color palette.
Bird's-eye view is representative of what Mastery sees from above — all things that need to be connected.
Highways are the connecting points of the industry.
Mastery is about the one point of connection that makes a complex world more simple and clear.
A worm's-eye view alludes to the idea that Mastery is the connector. Mastery is behind the scenes architecting the complexities into something palatable.
Mastery knows the inner workings of the industry. The things you never see that connect and control everything.
As a secondary look, a unique and recognizable imagery style was developed to add emphasis and clarity to the brand image. High contrast photography cut from the background to zone in on a single point. Gradient overlay adds a unique style to the brand collateral.
To reinforce the look of a metallic copper in brand materials, we formulated a gradient palette and style guide. We used the full range of the Mastery palette and developed a primary and secondary gradient set.
How Mastery expresses information and data is essential to their ability to share insights and inspire action. We embedded the ideas of contrast and clarity into a new house style for both data visualization and infographic design. A shade palette was developed to allow the range and clarity needed for functional data visualization.
Using the same dot and line system that the logo is constructed with, we built a custom icon style for Mastery to use in branded materials. We built a base icon library for them to use as a starting point, as well as a guide for future use cases.
We worked with Mastery to design and build a digital presence for their brand. We started with bespoke research into the industry to understand how to differentiate. We developed the architecture and messaging to build excitement around their industry-changing product, Mastermind. A fully scaleable design system and component-based Wordpress site was developed to fit their needs around recruiting and product marketing.