UPTR

Revamping the largest transport & logistics union of Belgium

Branding

Design

Development

A national union representing Belgium’s professional transporters

UPTR is a leading Union for professional transporters, representing a diverse range of members within the transport industry. As the organization continued to expand and strengthen its presence, UPTR acknowledged the need to revamp its visual identity to effectively communicate its mission and values. In addition to developing their new brand, we were tasked with creating a user-friendly website and platform that would enable members to connect and engage with ease.

Live website

Team in charge

Design & development

Sam

Project manager

Karla

Lead design

Klaudio Milankovic

Lead developer

Branding

Revamping UPTR, a venerable organization with a rich 90-year past, posed both a challenge and a chance for innovation. Crafting a new image that honors tradition yet feels fresh and inclusive demanded a delicate balance. By blending insights, creativity, and meticulous design stages, we birthed a visual identity that embodies UPTR's essence - contemporary, reliable, and poised for growth. This revitalized brand now serves as the cornerstone for their diverse communication channels, online and offline.

Website

We designed and developed UPTR’s new website with clarity, usability, and member engagement at its core. Starting from a thorough audit of the existing site, we worked hand-in-hand with the UPTR team to define key user journeys and restructure the content architecture accordingly. Wireframes and prototypes were refined through feedback loops, leading to a clean and intuitive interface that brings their new brand to life. Built with modern technologies and best practices, the final site is fast, secure, and responsive—providing members with seamless access to essential tools, updates, and information.

Warehouse interior with tall shelves filled with stacked boxes and pallets. A clear aisle runs down the center, under bright overhead lighting.

Five red semi-trucks parked in a row on a clear day, with trees and a cloudy sky in the background.

Nous avons fait appel à studio ruelle pour repenser notre image de A à Z : identité visuelle, photos, visuels, logo, slogan, site web et sa gestion. L’équipe s’est pleinement investie pour comprendre nos besoins et y répondre avec rigueur et créativité. Ils ont pris le temps d’écouter, de s’adapter, et de livrer un résultat à la hauteur de nos attentes, même pour nos sites les plus complexes. Une collaboration à la fois humaine et professionnelle.