Serranos Freight & Trucking

Client: Serranos Freight & Trucking
Project: Serranos Freight & Trucking Branding
Deliverables: Logo/Identity & Vehicle Signage
Project Notes: In my family, we have trucking in our blood. My dad and my grandfather (on my mothers side) both owned trucking/transport business in Puerto Rico. So when my cousin reached out to help brand his company, I immediately knew which way direction to head.

His business, Serranos Freight & Transport is based in Puerto Rico. After moving to Miami, he wanted to expand in a smaller scale by providing transport services with his fantastic matte-black diesel pick-up truck [photo.] I was very excited to experiment with his brand.


It wasn’t very difficult to conceptualize, as I had a clear direction. Since the company is family owned, it has history worth exploring. After doing quite a lot of research on branding techniques, I created a sheet of different “vintage” style logo/types that were strong, bold and familiar.



After a few meetings and concepts, I was happy he chose the one I thought served best. There are two variations to the logo; one which includes the website right on the type-treatment [SERRANOS.CO]


Business Cards

I made the brand monochromatic. I wanted his cards to match the style and his truck. Ordered 16pt black / white silk-laminated business cards with beautiful spot gloss.