Branding | Website
AAEI is the premier trade organization representing United States companies engaged in global trade. They are recognized as technical experts regarding the day-to-day import and export of goods including the facilitation of global trade.
AAEI is the premier trade organization representing those immediately engaged in or directly impacted by international trade. They are recognized as technical experts in the facilitation of trade serving importers, exporters, service providers and law firms. Most large international companies such as Apple, Microsoft and Nike to name a few use manufacturing facilities outside of the continental United States to create components of their products. When shipping these various components to the United States they must adhere to specific regulations set forth by United States Department of Commerce in accordance with laws passed by Congress. That is where AAEI comes in. They provide valuable information and insight into existing and new regulations that impact their client members. They also advocate for these companies on local and federal levels, such as when new legislation that may impact their members is being considered.
When I was asked to develop a new identity for AAEI in 2013 I wanted to create something that truly represented that segment of the commerce industry in a way that felt progressive and modern. Although I typically look to maintain brand equity by pulling out aspects of the existing brand it was decided that the time had come for large scale change. The mark that I developed was meant to visually represent what might be seen from a port hole of a large cargo ship. Typically these ships hold millions of pounds of cargo in brightly colored containers that are efficiently loaded and stacked upon each other. This vibrant ensemble is not only geometric but can be quite visually stunning as if one were looking at a Mondrian painting. In most cases the portholes in the ships super structure are positioned to keep a content eye on the valuable cargo in the ships hold.
In addition to creating a new brand their site needed an entire overhall and they also wanted to develop a new-back end member system for managing communications on a large scale. I worked with their organizations leadership to create a comprehensive UX solution which included complex user flow diagrams and wire frames diagrams. These diagrams ultimately translated into a custom developed membership software that blended seamlessly with the new brand and the new website.
After the new site was launched I was called upon yet again to help create a branded experience within their new office space. I designed custom signage for the space as well as museum quality display cases that highlighted their 120 year history, ensuring that their legacy was not overlooked as they moved the organization forward.