Trax is a global leader in AI-powered retail, but the brand wasn’t keeping pace with the innovation happening inside the product. It needed a full vibe shift—something modern, sharp, and yes… a little sexy. The rebrand set out to break Trax out of its dated corporate shell and rebuild it into an identity that felt intelligent, sleek, and genuinely inviting. The refresh unified every touchpoint—digital, physical, and experiential—bringing new clarity, confidence, and cohesion to the brand.

As Art Director and Creative Lead, I drove the rebrand end-to-end: defining the creative direction, shaping core values, and guiding the final system rollout to ensure the brand felt as effortless and intelligent as the tech behind it. We developed a modern visual language—refined color, type, motion, and behavior—that elevated the brand while preserving its enterprise credibility. I led the application of the new identity across the website, internal communications, product experiences, and major events like Trax Connect, creating a seamless bridge between digital and physical touchpoints. Beyond design execution, I partnered closely with marketing, sales, product, and leadership to ground creative decisions in business goals, positioning Trax as a design-driven leader in the retail AI space.

Collaborators

Creative Direction: Sarah Eliza

Brand guidelines: Sarah Scott

Iconography: Abbey Geaney