Giving a new logistics system a name that flew.
When ArcBest created a revolutionary freight technology and needed to name it, they came to VML Brand Studio for help. I was the interim Verbal Design Director and took the lead. The challenge? Develop an overarching name, architecture, and naming suite for a product that was set to transform the logistics landscape by combining innovative software, hardware, and automation into one solution.
ArcBest needed a name that was expansive enough to encompass a product suite, tech-friendly to excite new users, and engaging enough to build the brand story. The solution? Vaux by ArcBest.
Vaux, pronounced Vox, was inspired by the elegant choreography and synchronicity of Vaux’s swifts. Like cooperative behavior, the product is perceptive, intelligent, and intuitive, a solution that swoops in and works, similar to birds in flight. Vaux launched successfully and was named one of TIME Magazine’s Best Inventions of 2023.
Role: Verbal Design Director
Agency: VML Brand Studio
“Kari filled in between one Director and the next and performed many tasks — naming strategy, name generation, tone of voice writing, client presentations, and more — for multiple clients. Each task was greeted with enthusiasm and craft. Our client engagement teams enjoyed her expertise and perspective, and her work gave our visual design teams much to build from. We hope to work with Kari again in the future, and strongly recommend her to anyone looking for a skilled and thoughtful verbal designer and writer!”
– Mike Joose, Director, Brand ID Studio, VML