Penske
Penske Transportation Solutions is one of the Penske companies, bringing together truck leasing, rental, and logistics. We were tasked with helping them clearly communicate their robust culture.
Transportation Services
Design Thinking
The request was straightforward: update the culture section of their website.
To get there, I ran a series of design-thinking workshops to help them see that structure reveals culture. The workshops gave them space to discuss what they value and align on the top priorities.
Innovation-focused
Solutions→ About→ Smart Innovation→ News→ Find Us
People-focused
Who We Are→ What We Do→ Working Here→ Our Impact→ News
We developed two design directions to show that culture comes through everywhere on a website: in how information is organized, the language of each navigation item, the page architecture, and, of course, the visuals and voice.
One direction leaned into their innovative strengths. The other leaned into their dedication their employees.
Before
After
That shift in thinking turned a section update into a website redesign. We created an umbrella that united the portfolio businesses under one cohesive presence, with culture integrated throughout. Each business line kept its distinct focus while sharing a unified navigation structure that reinforced the parent brand.
By establishing clear organizational hierarchy and aligning language with their values, we created a structure that lets culture emerge naturally throughout the site.
