Alpega
Alpega Group is a global logistics software company operating Europe's top three freight exchanges and Alpega TMS a transportation management software. Over seven years, first as Graphic Designer, then as Marketing Lead Designer, I helped shape every visual touchpoint of the brand, from campaign assets to a full rebranding process. This isn't a single project. It's a long-term creative partnership that grew alongside the company itself.
01. The Work
Two products. Six languages. An audience spread across Europe. The creative output at Alpega ranged from high-frequency campaign assets to long-form editorial content and both demanded the same discipline: making things work consistently, at scale, without losing clarity. On the campaign side, that meant social ads, HTML display banners, LinkedIn creatives, email templates, landing pages, and video content each adapted for a different platform, a different market, a different moment in the customer journey.
On the content side, it meant whitepapers, ebooks, industry guides, and press kits documents built for decision makers and freight carriers alike. Structuring complex information across dozens of pages, in multiple languages, while keeping the reader engaged and the brand recognisable throughout. The formats were different. The challenge was the same: creative discipline applied at volume, with no shortcuts on quality.
Two products. Six languages. An audience spread across Europe. The creative output at Alpega ranged from high-frequency campaign assets to long-form editorial content and both demanded the same discipline: making things work consistently, at scale, without losing clarity. On the campaign side, that meant social ads, HTML display banners, LinkedIn creatives, email templates, landing pages, and video content each adapted for a different platform, a different market, a different moment in the customer journey.
On the content side, it meant whitepapers, ebooks, industry guides, and press kits documents built for decision makers and freight carriers alike. Structuring complex information across dozens of pages, in multiple languages, while keeping the reader engaged and the brand recognisable throughout. The formats were different. The challenge was the same: creative discipline applied at volume, with no shortcuts on quality.
02. The System
Through my time at Alpega, the company undertook a full rebranding. I was part of the creative process from early exploration to final execution developing proposals for the new visual identity, including graphic elements and design directions that were ultimately integrated into the brand’s official guidelines.
The result was a coherent design system: a defined colour palette, typography, iconography, geometric language, and a set of rules flexible enough to work across digital, print, and motion and consistent enough to hold across all markets. Having contributed to both the old and new identity gave me the rare perspective of understanding not just what the brand was becoming, but why.
Through my time at Alpega, the company undertook a full rebranding. I was part of the creative process from early exploration to final execution developing proposals for the new visual identity, including graphic elements and design directions that were ultimately integrated into the brand’s official guidelines.
The result was a coherent design system: a defined colour palette, typography, iconography, geometric language, and a set of rules flexible enough to work across digital, print, and motion and consistent enough to hold across all markets. Having contributed to both the old and new identity gave me the rare perspective of understanding not just what the brand was becoming, but why.
03. The Role
The shift from Graphic Designer to Marketing Lead Designer wasn’t just a title change. It meant owning the creative standards across the entire marketing team establishing brand guidelines, implementing processes, and ensuring every asset that went out the door met the bar.
It also meant working closely with product, marketing, and communications teams to align creative output with broader business objectives. The work became about execution and building the conditions for consistently good work. That experience shaped how I approach every client engagement today.