TRCTION
A fractional growth solution that delivers exponential results by looking at the bigger picture
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problem
TRCTION had a strong offering and a sharp point of view. They just needed a clean and confident identity, and a visual system that could carry the message about who they are.
solution
I built the visual identity from the ground up, starting with strategy and landing on a concept that expresses an angle of their purpose of powering growth: “The Takeoff.” Every element of the brand is designed to reflect TRCTION’s promise around helping their clients grow.
TRCTION exists to help agencies and consultancies unlock momentum by aligning the commercial systems that drive growth.
The missing piece to growth
TRCTION is the missing piece to growth, the crucial connector that unlocks momentum. The brandmark reflects this idea with a single elevated square pointing up and to the right, symbolizing the precise move that completes the system and sets everything into motion.
Ready for takeoff
The simple, bold wordmark features a custom T that points up and to the right, mirroring the elevated square in the brandmark and reinforcing TRCTION’s role as the missing piece that lifts everything into motion.
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The color palette combines sharp contrast with bold energy — anchored in deep black and soft white, and elevated by a vibrant turquoise-to-purple gradient. This gradient evokes forward motion and transformation, reinforcing TRCTION’s role as the spark that shifts everything into a new trajectory.
The typeface is a hardworking, neutral grotesk that brings structure and clarity to the brand. Its modern and urban feel reflects TRCTION's pragmatic approach to growth. It speaks with confidence and purpose, letting the message lead while keeping everything grounded in precision.
The full system is built to feel cohesive, intentional, and forward-moving. It captures TRCTION’s purpose with a visual language that feels grounded and energizing, designed to scale with the company as it helps others grow.
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