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Mass Fleet
Advisor
Nolan Alessandro
Lead Designer
Overview
Mass Fleet Advisor is a Massachusetts state-sponsored program that helps businesses
explore fleet electrification through free, customized reports and fleet assessments.
I led a brand redesign and website redesign, as well as the creation of flyers, postcards, banners, business cards, and social media posts.
The goal was to develop a visual language for the brand, and create a clearer, more approachable visual presence across the website and marketing materials to elevate the credibility of the program and most importantly, drive sign-ups.
Solution
The program’s original messaging positioned electric fleets as an environmentally conscious choice. While that benefit is a great incentive, we recognized that small businesses are more likely to be motivated by the financial benefits. With this in mind, we reoriented the brand around the economic value of going electric. We pulled back the green in the palette, using it as an accent alongside an energetic yellow, while blue and navy became the brand’s core colors.
With the new brand identity established, we created a set of marketing materials to promote the program across events, mailers, and social media. I designed flyers, banners, business cards, and postcards, along with weekly social media visuals to help build out the program's new social media accounts.
Results
The redesigned website and marketing materials gave Mass Fleet Advisor a clearer and more approachable presence, making it easier for businesses to understand the program and how they could get involved. Following the redesign, business sign-ups doubled, helping connect more businesses with the program’s free fleet assessments and resources.
