Charley WM
Building a Global Brand From the Ground Up
Brand Identity · Web Design · Campaign Creative · Motion · Podcast
When I joined Alvys as employee #8, the brand existed in name only. There was a rigid logo that didn't reflect the product, no visual system, no guidelines, and no real sense of what the company stood for visually. The product was strong. The brand hadn't caught up yet.
My job was to fix that. Every touchpoint, every channel, every asset.
What followed was four years of building, rebuilding, and scaling a brand through one of the most intense growth periods a startup can have: from [~5] customers to 2,000+, from a scrappy SMB tool to an enterprise-grade platform, from a team of 8 to 140+ people across 6 countries, all the while I grew into myself and my abilities as a creative.
Marketing Design Manager
Lead Graphic Designer
Graphic Designer
Chapter 1 — The Identity
The problem: The existing brand felt amateurish and inconsistent. It didn't reflect the quality of the product or the ambition of the team. We needed a real identity that could grow with us.
What I built (and rebuilt over my 4 years):
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Logo and full logo system
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Color palette, typography, iconography
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Brand guidelines and kit used company-wide
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Templates for sales, marketing, and internal use across every format
The result: A brand system that became the foundation for every piece of work that followed and held up through two complete website redesigns and a full market repositioning.
2 sub-brands
The Freight People Podcast
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Logo and web identity
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Production and publication
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Editing including video, social clips, & motion graphics
Alvys Customer Advisory Board
Still in progress
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Logo and web identity
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Email, print, and ad graphics
Chapter 2 — The Website (x2)
The problem: As Alvys grew, the website had to grow with it, twice.
The first redesign took us from startup scrappiness to a credible SMB-facing product. The second was a full overhaul as we moved upmarket into enterprise, requiring a new visual language, new messaging hierarchy, and a completely different sense of authority and scale.
What I built:
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Two complete website redesigns, concept through launch
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All visual design, copywriting direction, and asset production
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Landing pages for campaigns, demos, and GTM pushes
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The result: a site that could credibly sell to enterprise trucking companies while still converting SMB leads.
Chapter 3 — Sales enablement
The problem: Now that we've got all these fancy new assets, how can we enable our teams, especially sales, to use them.
Selling to a small fleet owner and selling to a 500-truck enterprise operation require completely different creative languages. As Alvys moved upmarket, the brand had to evolve visually and in terms of how we positioned and communicated without losing the warmth and approachability that made us stand out in a field of legacy, clunky software.
What I built:
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Redesigned sales collateral and pitch decks for enterprise sales cycles, and built a home "Sales Center" for it all to live
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Campaign assets tailored to buyers across varying ICP
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Conference and event materials including booth design for 30+ annual events
Chapter 4 — campaigns
The problem: A growing marketing org needs creative that can move fast and still look good. Across four years I produced campaigns spanning paid social, display ads, email, and GTM launches all designed to integrate with HubSpot workflows and Salesforce reporting.
What I built:
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Organic & paid social and display ad creative across LinkedIn, Meta, Google & Bing as well as specific AMO and industry publications.
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Email templates and campaign design integrated with HubSpot lifecycle flows
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GTM launch assets for major product releases
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Customer testimonial videos that I assisted in directing as well as handled distribution and clipped up the videos for ads and social use. Additionally, I assisted in photographing customers and our software for use across our marketing.