EquipmentShare Brand Guidelines 

The project aim was to transform a very masculine construction brand. Most construction brands aim for very mundane and templated experiences, however, the funded Y Combinator alumni EquipmentShare's branding took a step out of the box with from the rigid typography of the competitors. I kept in mind the business aims for making the dealership platform more accessible, enjoyable and memorable for users. The stylistic approach enabled the brand to convey its information in a modernly old fashioned way, and was able to easily distinguish itself from other construction-based competitors. 

I am currently available for freelance projects at www.ayushsoni.io/contact