TradeLens was one of the most ambitious logistics platforms ever built: a blockchain-powered global shipping network developed as a joint venture between IBM and Maersk to connect the entire ocean freight supply chain in real time. At its peak, it included hundreds of organizations across carriers, ports, customs authorities, and freight forwarders, all sharing live shipment data on a single platform for the first time.
The creative challenge was not about making the platform look impressive. It was about making it understandable. TradeLens was solving genuinely complex problems for enterprise customers whose daily reality involved ERP integrations, carrier contract numbers, customs clearance documentation, and multi-week onboarding processes. The audience was logistics directors, IT managers, and supply chain operators. They needed clarity, not spectacle.
I led the full production across both films, from concept and storyboarding through art direction, animation, and final delivery. The visual language was built around clean isometric illustrations that could make abstract data flows and multi-party supply chain relationships feel tangible and navigable. Every design decision served the same goal: reduce cognitive load for a professional audience that had no patience for anything that wasted their time.
Getting Started with TradeLens | Onboarding Explainer
Enterprise onboarding is one of the hardest things to communicate clearly. This film walks a new customer through a multi-week implementation process that includes carrier identification, team assembly, ERP integration, a kick-off workshop, and a formal handover to customer support. The creative challenge was to make a complex, multi-stakeholder process feel manageable and logical without losing any of the detail enterprise buyers actually need.
Analytics and Dashboarding | Product Capability Explainer
The second film addresses a different audience challenge: too much data. TradeLens gave customers access to real-time shipping data across the entire supply chain, but data without insight is noise. This film explains how analytics and dashboarding tools transform raw shipment data into decisions, whether that means tracking container dwell times, optimizing trade lanes, or managing yard planning and warehouse utilization. The creative job was the same as in the onboarding film: make the complex feel clear.
