WestFrey Roadways

WFR specializes in resurfacing and constructing new roadways, primarily working with local municipalities. While attracting outside clientele isn’t a primary concern, their goal was clear: to present themselves as an industry leader with a refined, professional identity.

The design direction focused on incorporating the theme of a roadway, which ultimately led to the use of bold yellow lines anchoring the ends of a strong sans-serif typeface. These lines not only represent the centering of a roadway but also serve as a versatile design element that can be adapted across various mediums, maintaining brand consistency and visual impact.