2026 · Fleet & logistics management
Flee, Branding
A fleet identity built to travel beyond the dashboard.
The identity and its purpose
I developed Flee’s logo, product identity and motion together, then explored the brand on vehicles and at advertising scale. The identity belongs to the fleet platform I am building with a colleague.
The brief
Flee is an independent fleet platform I am building with a colleague. I own the brand and product experience, so the identity began at the same time as the operational interface.
Identity and interface together
The logo, visual identity and product hierarchy were developed as connected decisions. The work needs to represent mobility while supporting the clarity fleet teams need during operations.
Applications and motion
The identity extends into vehicle applications and an animated logo. These show how the brand behaves on a physical surface and in motion.
Brand applications
These airport, highway and vehicle mockups explore how the identity works at a larger scale. They are concept applications, rather than photographs of installed advertising.