Carmen Transportation Solutions

(Live Client Project)

Client: Carmen Transportation
Original Site: carmentransportation.com
New Site / Business Line: carmentransportationsolutions.com (brokerage / logistics / freight solutions)
Goal: Launch a modern, focused brand extension / spin-out site to grow the brokerage / logistics arm of Carmen.
Role: Designer + Developer
Tech stack / platform: WordPress

My Approach & Strategy

I began by studying the existing Carmen Transportation brand identity: its messaging, values (“Expect More™”, “Carmen Cares™”), color palette, imagery style, voice, and service structure. Carmen Transportation | Expect More
I interviewed or collected input from stakeholders: What parts of the business do they want to emphasize? What are their target customers for brokerage / logistics (versus their asset-based trucking services)?
I audited the existing site: strengths (brand equity, established trust, content that can be reused) and weaknesses (clutter, ambiguous navigation, lack of focus for the new vertical).

Created a content map: which pages / sections the new site needs (Services, Why Brokerage, “How it works”, Contact / Get a Quote, FAQs, About, etc.).
I decided which content from the original site could be repurposed, which needed rewriting, and what new content must be created specifically for the solutions / brokerage side.
I made a sitemap and wireframes, defining clear calls-to-action (“Get a Quote”, “Contact Us”) front and center.

I preserved the Carmen core brand identity (colors, typography, logo elements) to maintain consistency and trust, but introduced design cues (e.g., fresh iconography, modern layout, more whitespace) to signal “solutions / brokerage / tech-forward” sophistication.
I chose strong hero imagery (freight, trucks, logistics networks) and supporting photos / graphics, making sure they matched Carmen’s brand style.
I crafted a visual language for the different service modules (first-mile delivery, cross-docking, drayage, storage, etc.) to help users instantly grasp the offerings. Carmen Transportation Solutions |

I focused on ease of navigation: top menu clearly lists “Solutions” services. Carmen Transportation Solutions
I ensured important CTAs like “Get a Quote” are prominent and repeated. Carmen Transportation Solutions |
I designed the form (Rate Request) to be simple, user-friendly, and not overwhelming. Carmen Transportation Solutions |
On page sections, I used consistent layout patterns (image + text pairs, alternating alignment) for readability.
I ensured responsive design so the site works well on desktop, tablet, mobile.

I built templates / components (hero, service sections, contact form, image galleries) that are reusable and flexible.
I integrated the quote / contact form with email or CRM (whatever the client uses) so leads flow directly to the sales team.
I optimized for performance (image compression, lazy loading, caching) to keep load times fast.
I set up SEO basics: meta titles, headings, alt text, semantic markup, and ensured each service page is indexable.
I implemented analytics / tracking so Carmen can monitor traffic, conversions, and user behavior.

Before launch, I conducted QA: cross-browser & device testing, form testing, link validation.
I prepared handoff documentation / training so the Carmen team can update content or add new services.
After launch, I monitored site performance, user flows, and conversion metrics, and recommended iterative improvements.

Aspect	Original Carmen Site	New Solutions Site
Focus	Broad asset-based trucking & logistics services	Brokerage / logistics / freight solutions specialization
Navigation	Multiple service categories intermingled	Cleaner “Solutions” grouping with clear service modules
Branding	Traditional, heritage, family owned messaging	Modern, solution-oriented, tech/logistics focus
CTAs	General contact, brochures	Focused “Get a Quote” / “Rate Request” funnels
User Flow	Many service paths, some ambiguity	Streamlined funnel for brokerage services
Content	Broad corporate + service mix	More depth in logistics / brokerage, supply chain context

Balancing brand continuity vs fresh identity: It was important to make the Solutions site feel like part of the Carmen family, yet distinct enough to attract new logistics clients.
Prioritizing content clarity: It required carefully distilling complex logistics services into digestible, user-friendly copy.
Technical constraints: Some legacy systems or data from Carmen might have been tied to the old site — integration and migrations required careful planning.
Lead conversion optimization: Ensuring the form capture, incentive, and messaging are compelling enough to convert visitors.