Moventum Fleet

PROJECT OVERVIEW
Art Direction, Branding, Design, Logo, Brand Strategy, Web Design, UX/UI, User Experience, Print, Out of Home, and Marketing
Moventum Fleet

Rebranding a 70-year legacy company for its next era of growth

When Union Leasing, a trusted fleet management company with more than 70 years of history, decided it was time to evolve its brand, the challenge went far beyond designing a new logo. The company needed a new identity that honored decades of credibility while positioning itself as an innovative partner for the future. Working alongside Magnetude Consulting, I led the creative direction and design of the new brand identity and website, helping transform Union Leasing into Moventum Fleet Management.
Moventum Fleet

Strategy to Pixels, I Led the Creative

As Creative Director and Lead Designer, I led the visual direction. The project included everything from early brand explorations of various names and logo design to a complete visual identity system, comprehensive brand guidelines, and the design of a modern lead-generation website.
Moventum Fleet

By unifying brand strategy, visual identity, and digital experience around momentum, we created a cohesive foundation for growth.

Moving the Brand Forward

With the new identity established, while partnering with Magnetude Consulting, I designed Moventum's marketing website from the ground up.


Rather than creating a large content-heavy site, we focused on building a streamlined experience centered around clarity, credibility, and conversion.


Key UX priorities included:

  • Simplified navigation
  • Clear information hierarchy
  • Scannable content
  • Prominent calls-to-action
  • Mobile-first responsive layouts
  • Proof-driven storytelling through metrics, resources, and case studies

Every page of Moventum Fleet was intentionally designed to help visitors quickly understand who Moventum serves, what makes them different, and actively drive them to take the next step.

Throughout the experience, I used movement as both a visual and UX principle.

Diagonal layouts, directional graphics, structured grids, dynamic imagery, and generous spacing guide users naturally through the site while reinforcing the idea of momentum.

The photography emphasizes real working fleets in authentic environments, balancing industrial strength with the company's concierge-level customer service. Together, these elements create a brand experience that feels both dependable and progressive.

Moventum Fleet
Moventum Fleet

A modern identity rooted in 70 years of trust, expertise, and relationships that is built around the powerful idea of momentum. The result is a cohesive brand system designed to support Moventum’s next chapter of growth across every touchpoint.

Moventum Fleet

A modern identity rooted in 70 years of trust, expertise, and relationships that is built around the powerful idea of momentum. The result is a cohesive brand system designed to support Moventum’s next chapter of growth across every touchpoint.

Bo Tsang DiMatteo Design | Work - Moventum Fleet

A modern identity rooted in 70 years of trust, expertise, and relationships that is built around the powerful idea of momentum. The result is a cohesive brand system designed to support Moventum’s next chapter of growth across every touchpoint.

Moventum Fleet

A modern identity rooted in 70 years of trust, expertise, and relationships that is built around the powerful idea of momentum. The result is a cohesive brand system designed to support Moventum’s next chapter of growth across every touchpoint.

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