Flee: Fleet & Logistics Management Platform
Role: Brand, Product & Design Engineer Company: Independent (with a colleague) Timeline: 2026 – Present Platforms: Mobile & Web Status: In development
Overview
Flee is a fleet and logistics management platform built to help companies control how their fleets actually operate vehicle tracking, route management, and driver coordination replacing the fragmented, often manual tools logistics teams default to. I'm building this alongside a colleague, owning both the brand and the product experience from the ground up.
The Challenge
Starting a product with no existing brand and no existing design system means every early decision compounds get the foundation wrong, and it's expensive to unwind later. The challenge wasn't any single screen; it was making sure the brand identity and the product experience were built together as one coherent system from day one, rather than a logo bolted onto an app that was designed separately.
Fleet management also has a specific design tension: the people using it dispatchers, fleet managers, drivers need clarity and speed under real operational pressure, not a beautiful but slow interface. Logistics software has to work first, and look good second, without sacrificing either.
My Process
1. Brand and product, built together
Rather than treating brand as a separate exercise from the product, I designed Flee's full visual identity including the logo with the product experience in mind from the start, so the two would feel inseparable rather than mismatched.
2. Designing for operational clarity
Given who actually uses fleet software day-to-day, I prioritized fast comprehension over visual complexity clear states, obvious hierarchy, and information that fleet managers and drivers can act on quickly, not just admire.
3. Working as both designer and engineer
As with my other independent projects, I'm not just designing static screens I'm involved in translating the product from Figma toward a real, functioning build, working closely with my colleague on the engineering side to keep design intent intact through implementation.
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