A Look Into Freight Planning at Fehr & Peers
Peter Nguyen | May 2024
In the boom of e-commerce where nearly 3 million freight vehicles drive over 100k miles on our roadways to deliver on-time goods to millions of homes and facilities in the US each year, freight planning has been pressed to keep up. Bringing together the expertise of our in-house service lines, Fehr & Peers has developed a unique infographic to promote our work in this growing and evolving market.
This work is an example of close collaboration between the Freight and Creative Studio groups at Fehr & Peers. Bridging the gap between technical and creative work requires close communication and understanding of the data and narrative from all members of the team and is something we continually innovate at Fehr & Peers.
Development started with the need for us to promote our experience and expertise in freight planning. In doing so, we identified that the target audience for this graphic would include internal staff, our teaming partners, and potential/existing clients. Having a broad audience like this meant the story being told through the graphics would require a non-technical approach. We sought to answer the following questions through creative visual storytelling: 1) What is freight? 2) How does freight fit into multimodal transportation planning efforts? 3) What freight planning/engineering services do we provide? 4) What experience do we have in this space?
Early in the process, we brainstormed and created this initial concept sketch for the graphic:
We knew that we needed a simple but elegant design. To achieve this, we chose an isometric perspective using line art as the base for the visual language. The result is a fun and playful style for us to tell our story.
With the asset library as the foundation, we were able to build our freight roadmap. Color is used sparingly but boldly to emphasize key points. The design underwent multiple rounds of feedback, leading us through various iterations until we reached this final version:
What do you think about this graphic and the freight services we provide? Reach out to us for questions and comments. For more information on our work in the freight space, visit http://fehrandpeers.com/freight. Follow us here on Behance for new and exciting creative projects from Fehr & Peers!
