Trax Retail (now Trax by Form) is a global leader in AI-powered retail, but its brand identity was no longer reflecting the innovation, intelligence, and momentum behind the product.

The rebrand set out to move Trax beyond a dated corporate look and into a sharper, more modern identity that felt intelligent, sleek, and genuinely inviting across every touchpoint.

As Art Director and Creative Lead, I helped drive the rebrand end-to-end, defining the creative direction, shaping the visual system, and guiding the rollout across digital, physical, and experiential brand moments. The new identity introduced a more refined approach to color, typography, motion, iconography, and brand behavior while preserving the credibility needed for an enterprise retail tech audience.

I led the application of the new identity across the website, internal communications, product experiences, sales materials, and major events like Trax Connect, creating a more cohesive bridge between the brand’s digital and physical presence.