KWT

Deliverables

BRAND STRATEGY
POSITIONING
WEBSITE
BRAND IDENTITY

The Challenge

Established in 2005 Keyword Trucking started as a family-owned trucking business in Salt Lake City, UT. As the logistics landscape evolved, they saw an opportunity to move beyond traditional trucking and establish themselves as a flexible, end-to-end 3PL solution.However, diversification of the company required a new positioning and visual identity to better reflect their expanded capabilities. So our task was to create a strategic direction that addressed three key challenges:- Perception: They were still viewed as a trucking company rather than a full-service 3PL partner. - Positioning: Their Salt Lake City hub was a strategic advantage, but they weren’t leveraging it effectively. - Competitive Edge: They needed to communicate flexibility over speed—a counter-narrative to an industry obsessed with urgency.

Website Experience

The KWT website was designed to mirror the brand’s core promise, logistics that flex with you. We built a streamlined, responsive experience that speaks directly to shippers, warehouse operators, and decision-makers without any friction. Clear navigation, bold messaging, and a confident visual language ensure that users quickly understand what sets KWT apart: its agility, transparency, and human-centric service.

Brand Strategy

Through workshops and discussions, we developed the concept of 'Responsive Movers' for their brand character, something that came from the company’s ability to adapt fluidly to shifting demands, much like the intricate dance of logistics itself. The italicized KWT wordmark reinforces a sense of forward momentum, while the curved and sharp corners create a visual rhythm that mirrors both precision and adaptability.The intersection motif signifies the company’s strategic Salt Lake City location, where I-15 and I-80 converge to link the nation North-South and Coast-to-Coast.. The deep blue anchors the brand in trust and reliability, while the bold red injects energy, urgency, and action.

LAVA RED COLORLava red is KWT’s spark, bold, energetic, and unmistakably KWT. Because it commands attention, we use it with restraint, letting it highlight moments of action, movement, or decision. Whether it's a punch of color in a digital interface or a sharp accent on printed material, Lava is never background noise — it’s always doing something. It represents motion, clarity, and confidence — just like KWT.

Brand Identity

KWT’s brand identity strikes a balance between strength and warmth. The foundation lies in purposeful geometry—rectangles that convey motion, progress, and trust. But looking closer, and the system reveals its nuance. Softened edges and a slight tilt introduce a sense of flexibility and approachability, aligning with KWT’s human-centric tone.Hidden within the forms is a subtle nod to Utah’s distinctive state shape, cleverly embedded in the silhouette of a semi-truck’s front—a quiet tribute to KWT’s strategic roots and home turf in Salt Lake City.

The Flex

The Flex is KWT Logistics’ core brand expression, rooted in the strategic geography of Salt Lake City, where two of America’s most vital freeways, I-15 and I-80, intersect. These freeways connect the country from Canada to Mexico and coast to coast, forming a powerful logistics backbone. From this infrastructure, we drew a graphic element that began as a simple moving box from the logo.Over time, it evolved into The Flex: a dynamic, standalone mark echoing the geometry of a freeway interchange. As it stretched and adapted, it revealed a deeper metaphor, movement, agility, and presence. The Flex is more than a shape, it’s the visual embodiment of KWT’s adaptability and dominance in the Western U.S. logistics market.

Brand Expression