Case Study: Custom Permits


Through reliable service and innovative technology, Custom Permits guarantees truckers’ permits in an efficient and affordable manor.

User Experience: “Encompasses all aspects of the end-user's interaction with the company, its services, and its products (Neilson Norman Group).”

Market Research: “The process of assessing the viability of a new good or service through research conducted directly with the consumer. This practice allows a company to discover the target market and record opinions and other input from consumers regarding interest in the product (Will Kenton for Investopedia).”

Graphic Design: “The craft of creating visual content to communicate messages. Applying visual hierarchy and page layout techniques, graphic designers use typography and pictures to meet users’ specific needs and focus on the logic of displaying elements in interactive designs to optimize the user experience (The Interaction Design Foundation).”

Process: Initial Client Meeting, Market Research, Logo Design and Iterations, Stock Image Finding, Business Card Design + Production, Input Brand Elements into Design Guide, Transfer All Final Files to Client

Role: Project Management, Creative Direction, Design + Production, Branding

Tools: Photoshop, Illustrator, Indesign, Acrobat, 4 Over (Printing)

Pain Point: Cool New Tech, Same Old Company

The process of obtaining permits to get a big rig on the road is tedious. Custom Permits created an app to simplify the entire permit process, something unheard of in the permitting sector.

Custom Permits has been in operation for roughly the last 40 years. They never needed a brand because word of mouth brought them enough clientele. Because they’re on the cutting edge of the permit industry, they need a recognizable brand to help them stand out from the competition.


Canvas their client base with a palatable questionnaire and based off of the answers, design a brand that caters to those individuals. Deliver the brand in the form of a design guide to be utilized internally.

Market Research: Get in the heads of the existing clientele

A brand is meant to cater to the end user so any information farmed during this phase of the project must be considered during the design process.

A questionnaire was sent out to the Custom Permits client base. As the responses rolled in, there were often similarities in the way folks answered many of the questions. Those answers began to form our end user, their values, how they expect to interact with their permit company, how long they’ve been in the biz for, what their social security number is….kidding!!

Logo Design: Heritage, Timeless, Learned

This process cannot start without a fluid understanding of the company and its user. Once Phase One (market research) is complete, logo concepting may commence.

Logos consist of strong typographic elements, icons (graphic elements that aren’t text based), or a combination of each.

Custom Permits has been playing the game for years, they know their stuff and their clients love them for it. Clients do not have time to fuss with a confusing or overly flashy user interface, they need their permits now. The logo must embody the heritage of the company and separate them from their competitors.

Custom Permits developed an app, Easy Permits, that simplifies the permit aproval process. They also tasked 301 Original with creating a separate logo for the app that relates to the overall Custom Permits brand.

All final files (art files, font files, logo in png form) are handed off to the client once logo, color scheme, and typography have been finalized.

Stock Image Finding: Affordable & Tasteful When Curated

Picture this: a semi truck flying around winding Montana roads at sunrise. Beautiful, right? Once you fly the production crew out, lock in the driver, the truck, location scout, find hotels, food, tech...the image may not paint the same picture.

Commercial shoots can be expensive. Occasionally the budget doesn’t allow for such on-location shoots, in which case, alternative routes must be considered.

Enter stock imagery.

The hard work has already been done. The key is to sift through the crap, the tens of thousands of images and find the right compositions. Imagery must be in line with the established brand identity. It’s then presented to the client in the form of contact sheets (thumbnails of the imagery for their approval).

Branded Business Cards: In a pinch, they come in clutch

The CEO is headed to a conference, can’t let them leave empty handed.

Brand Guide Creation: Maintain The Integrity of the Brand Through All Channels

The brand guide (aka design guide) is like a dictionary pertaining to the company’s identity. It standardizes and simplifies any processes so that anyone responsible for maintaining brand identity will be able to carry out their duties.

A brand is only effective when it is consistently applied — a design guide helps to ensure that the visual brand identity will be cohesive on all platforms. It details type treatments, color schemes, image standards, and logo usage to name a few.

Once the brand guide is finalized, it is handed off to the client for internal use in PDF form.


Results: A Brand New You

The Custom Permits brand is now more in line with the company’s innovations — accessible and recognizable and efficient. In an otherwise stagnant industry, they’ll make the right first impression with a cohesive visual identity.

When truckers need their permits ASAP, Custom Permits will be top of mind.

Your Brand Should Resonate With Your Market

301 Original created a memorable brand that clients can relate to for Custom Permits, a company with a long standing rapport with its clientele. In doing so, their cutting edge application, Easy Permits, will immediately be linked to Custom Permits.

The permit team will be able to maintain the brand across multiple touchpoints because of the design guide. Consistency is crucial.

Your company’s brand should resonate with your existing or target market. Schedule your call with 301 Original to start the conversation about building a more relatable brand.