Vulcan
Senior Graphic Designer // 2019 – 2025
Brand Identity
Web UI
Package Design
Amazon
Photo Manipulation
Video
Brand Identity Web UI Package Design Amazon Photo Manipulation Video
Overview
VULCAN Chain Corporation, established in 1959, sold chain and attachments to the trucking industry. Our main goal was always to deliver the best equipment and experience to the customer. My goal as Creative Director was to ensure our branding stood out from the competition, and remained timeless to hold true VULCAN’s standing as “The Original Car Tie Down.”
Services
Brand Identity
Website UI
Packaging Design
Amazon
Photo Manipulation
Video
Personality
Original
Gritty
Professional
CONCEPTUAL WEBSITE UISales focused, user-friendly ecommerce.
The goal for the VULCAN web UI was to create a seamless shopping experience for customers, from product discovery to checkout. The design incorporates bold aesthetics that reflect the brand’s gritty and reliable image, while ensuring the user experience remains intuitive and accessible. Key features include a streamlined product catalog, detailed product pages with clear images and specifications, and a quick, efficient checkout process. This UI design ensures that users can find what they need with minimal effort, whether they are first-time visitors or repeat customers.
BRAND IDENTITYThe Original Car Tie Down®
VULCAN established themselves as the first in the industry in 1959 creating a line of chain tie downs for Ford Motor Company. Since then they’ve engineered and created some of the best tie downs, both consumer and professional grade. Straight out of the heart of Detroit, and family-owned/operated, VULCAN’s identity needed to speak of the grit and determination that laid the groundwork for an industry-leader, while separating itself from the competitors.
Through careful consideration and research, I cultivated a brand that is cohesive and strong. Using updated colors to jump at the user and consistent logo rules, VULCAN’s brand can now stand the test of time.
AMAZON A+ CONTENTA+ Products, A+ Content.
A large part of working in ecommerce in the modern age is selling on Amazon, and VULCAN is no stranger to that with 70% of their sales coming from Amazon. With Amazon being saturated with thousands of businesses selling competing products, we needed to ensure that our products stood out from the rest.
PACKAGINGSimple, Repeatable, Effective.
VULCAN’s product catalog consists of thousands of products, mostly sold online through their storefront and Amazon; however, there are also a few locations around the country that sell VULCAN in-store. Thus the challenge here was to create packaging that was consistent and repeatable, and looked visually appealing online and in-person.
PHOTO MANIPULATIONPhotoshop Magic.
Inside of an industry with products that aren’t always the easiest to set up photo shoots (i.e. large auto haulers or tow trucks), you have to get creative with the skills you do have on hand.
All the work shown here displays some form of manipulating an image to create a lifestyle product shot, a cover for our bi-annual print catalog, or unifying product imagery amongst a series.
VideoHow-To’s, Advertising, Social.
With hundreds of different products, all providing unique solutions to your trucking and towing problems, also comes unique ways of using these products.