OVERVIEW
Route Advisors is a FedEx route brokerage company serving clients across the US and Canada. Their previous website lacked a cohesive brand identity and user flow, making it difficult for visitors to find listings or understand the buying and selling process. The client requested a redesign that would better showcase their credibility, simplify navigation, and present information clearly to both route buyers and sellers.
MY APPROACH
I created a bold, confident design system built around strong typography, structured sections, and clear calls to action. The color palette and imagery were chosen to evoke trust and professionalism while maintaining accessibility. The layout was optimized for conversions, ensuring visitors could quickly find available routes, request information, or reach the Route Advisors team.
RESULTS
- Delivered a polished, ADA-compliant website that reflects the company's authority in the FedEx brokerage industry.
- Improved user engagement and lead generation through simplified navigation and optimized CTAs.
- Strengthened brand consistency and clarity across all devices and screen sizes.
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