Brand Identity for Solidroad Customer Training Platform

Training customer-facing teams with the pressure of a real conversation, before the customer is there.

Primary developed a launch-ready brand identity for Solidroad in a two-week brand sprint. Solidroad is positioned around improving customer outcomes through better training.

More in teal, white, orange

Insights

The visual system treats training as an active simulation: scorecards, conversation states and feedback become part of the identity's working vocabulary.
Primary uses a restrained interface-led palette and oversized type to make a complex AI product feel operational rather than abstract.
Solidroad's product story connects practice conversations with live quality review; the identity can therefore move between a learning tool and a performance system.
The case imagery shows the brand as a toolkit for repeated use across dashboards, training moments and customer-facing materials, rather than a single campaign graphic.