Truck wrap design, print and install by Yoram “Roy” Kaldes; background environment AI-generated.
FLOODX / BRAND IDENTITY
Designing for the unexpected.
FloodX needed a high-visibility identity that could work at roadside scale, in urgent moments, and across a growing field fleet.
PROJECT DETAILS
Identity | Vehicle Wrap | Print | Apparel
THE BEGINNING
The truck came first.
FloodX came to me with a new truck and a straightforward request: create a wrap that would stand out and be remembered. There was no existing logo or established visual identity.
I developed the dimensional FloodX lettering as part of the vehicle design. The client liked it enough to adopt it as the company logo, carrying the identity from the truck to additional vehicles, business cards and the company website.
THE IDENTITY
From vehicle graphic to visual identity.
What began as lettering for a single truck became the company’s visual foundation. The dimensional FloodX mark, water imagery, and blue-and-orange palette established a recognizable look that could move beyond the vehicle.
I carried that identity across the company’s marketing materials, maintaining the same visual language while adapting it to very different formats and communication needs.
BUILT TO WORK
One identity. Different applications.
I adapted the FloodX mark for different production needs, simplifying the dimensional artwork where necessary while preserving the distinctive orange X and the brand’s overall character.
The identity could then move cleanly across applications ranging from embroidery and apparel to digital and motion graphics.
THE RESULT
Recognition that pays off again and again.
The proof sometimes came in unexpected ways. The client told me about a plumber who remembered the FloodX graphics when a customer needed water-damage help and referred the business.
On another occasion, someone who saw FloodX while the vehicle was sitting in a school drop-off line later became a customer. In both cases, recognition turned an everyday encounter into a business opportunity.
CLIENT FEEDBACK
“The wraps paid for themselves.”
“I spent less on the wraps, they have paid for themselves and guess what they will be there for years! I am impressed with the results and will continue to wrap every vehicle as soon as we get them.”
Jason Renwick
FloodX
