Selected Work

Twenty years of systems work.

Rebrands, storefronts, content programs, and launch lines — for brands building from very different starting lines. The through-line is discipline: a system strong enough to scale, and a point of view strong enough to carry it.

Joe Kinney Design / Zonar Systems / GPS Trackit / Controller Gear / Life AsRx

Design · Motion Graphics · Branding

Joe Kinney Design

Twenty years of design for hundreds of clients — and the partnerships to show for it.

20 years of design Freelanced for businesses of all sizes Experience in wide ranges of industries

The situation

Most businesses don't need five agencies. They need one designer who can take a brand from a sketch to a shipped campaign — logo, photography, illustration, video, and the website it all lands on — without the story falling apart in the handoffs between vendors.

The work

Joe Kinney Design has done that work since 2006: identity and graphic design, illustration, photography, video and motion graphics, and web development, for startups through enterprise teams across a wide range of industries. One point of contact, one visual point of view, and the range to handle whatever the project actually turns out to need.

The outcome

Hundreds of projects delivered on time and at a consistent level of craft — and clients who came back for the next one, and the one after that. Twenty years in, most of the work comes from relationships that started with a single job.

Enterprise · Fleet Tech

Zonar Systems

A rebrand and content strategy built to scale across thousands of stakeholders and five product lines.

Rebrand Content Strategy Creative Strategy

The situation

Zonar's brand had grown faster than its system. Five product lines, dozens of internal teams, and an enterprise customer base that needed the same story told consistently across every touchpoint — from sales decks to product UI to trade shows.

The work

We rebuilt the brand foundation from the inside out: a new identity system, a content architecture that connected the product portfolio to a single thesis, and creative guidelines that gave internal teams a clear answer to "is this on-brand?" for the first time.

The outcome

A brand that operated at enterprise scale — coherent across product lines, recognizable across stakeholders, and durable enough to survive the next product launch without a redesign.

Zonar Brand Guidelines Flipbook

Zonar Systems · zonarsystems.com

Brand Guidelines 2025

38 pages · 8 sections
Page 1 of the Zonar Systems 2025 brand guidelines: Cover — Visual guidelines.
Page 2 of the Zonar Systems 2025 brand guidelines: Welcome to our visual brand guideline.
Page 3 of the Zonar Systems 2025 brand guidelines: Slides of content.
Page 4 of the Zonar Systems 2025 brand guidelines: About us — Zonar Systems and GPS Trackit, combined.
Page 5 of the Zonar Systems 2025 brand guidelines: Brand goals.
Page 6 of the Zonar Systems 2025 brand guidelines: Company mission.
Page 7 of the Zonar Systems 2025 brand guidelines: Section 02 — Logo guides.
Page 8 of the Zonar Systems 2025 brand guidelines: Logo clearance and sizing.
Page 9 of the Zonar Systems 2025 brand guidelines: What not to do.
Page 10 of the Zonar Systems 2025 brand guidelines: Section 03 — Color guides.
Page 11 of the Zonar Systems 2025 brand guidelines: Brand color.
Page 12 of the Zonar Systems 2025 brand guidelines: Color theory.
Page 13 of the Zonar Systems 2025 brand guidelines: UX colors.
Page 14 of the Zonar Systems 2025 brand guidelines: Color opacities and concentric circles.
Page 15 of the Zonar Systems 2025 brand guidelines: Section 04 — Font guides.
Page 16 of the Zonar Systems 2025 brand guidelines: Typography — Roboto.
Page 17 of the Zonar Systems 2025 brand guidelines: Font hierarchy.
Page 18 of the Zonar Systems 2025 brand guidelines: Roboto Bold, Regular and Italic.
Page 19 of the Zonar Systems 2025 brand guidelines: Section 05 — Stationery guides.
Page 20 of the Zonar Systems 2025 brand guidelines: Business cards, sales enablement, letterhead.
Page 21 of the Zonar Systems 2025 brand guidelines: Product cut sheets and white papers.
Page 22 of the Zonar Systems 2025 brand guidelines: Customer case studies and solutions overviews.
Page 23 of the Zonar Systems 2025 brand guidelines: Section 06 — Product mock ups.
Page 24 of the Zonar Systems 2025 brand guidelines: The cook book.
Page 25 of the Zonar Systems 2025 brand guidelines: Recipe: Vocational.
Page 26 of the Zonar Systems 2025 brand guidelines: Recipe: Pupil.
Page 27 of the Zonar Systems 2025 brand guidelines: Recipe: Asset.
Page 28 of the Zonar Systems 2025 brand guidelines: Section 07 — Apparel.
Page 29 of the Zonar Systems 2025 brand guidelines: Black polo design.
Page 30 of the Zonar Systems 2025 brand guidelines: White polo design.
Page 31 of the Zonar Systems 2025 brand guidelines: Black golf hat design.
Page 32 of the Zonar Systems 2025 brand guidelines: White golf hat design.
Page 33 of the Zonar Systems 2025 brand guidelines: Section 08 — Imagery guides.
Page 34 of the Zonar Systems 2025 brand guidelines: Capturing innovation with every frame.
Page 35 of the Zonar Systems 2025 brand guidelines: AI prompting done well.
Page 36 of the Zonar Systems 2025 brand guidelines: Humanise the experience.
Page 37 of the Zonar Systems 2025 brand guidelines: Show Zonar’s roots.
Page 38 of the Zonar Systems 2025 brand guidelines: Thank you.

Zonar Systems — brand and visual identity system. 38 pages covering logo, color, typography, stationery, product and apparel. Drag a corner, click either half of the page, swipe, or use the arrow keys.

B2B SaaS · Lead Generation

GPS Trackit

A brand refresh and site system designed to convert from the first scroll.

Rebrand Web Systems Lead Generation

The situation

GPS Trackit had the product, the customers, and the category position. What it didn't have was a digital presence that reflected any of it. The marketing site was inherited, the brand was tired, and the funnel was leaking on the page above the fold.

The work

We refreshed the brand to match where the product had moved, and rebuilt the site as a system — modular sections, scroll-paced argument, conversion logic baked into the layout instead of bolted on after.

The outcome

A brand and a site that pulled their weight in the funnel — designed so the first scroll did real selling, and every subsequent scroll deepened it.

GPS Trackit Brand Guide Flipbook

GPS Trackit · Miles Ahead

Brand Guide

20 pages · 8 sections
Page 1 of the GPS Trackit brand guide: Cover — Brand Guide.
Page 2 of the GPS Trackit brand guide: About us — “Miles Ahead”.
Page 3 of the GPS Trackit brand guide: Logo.
Page 4 of the GPS Trackit brand guide: Logo structure — full color.
Page 5 of the GPS Trackit brand guide: Logo structure — color variation.
Page 6 of the GPS Trackit brand guide: Logo variation — allowed uses.
Page 7 of the GPS Trackit brand guide: Logo — exclusion and safe zones.
Page 8 of the GPS Trackit brand guide: Logo placement.
Page 9 of the GPS Trackit brand guide: Logo usage — incorrect uses.
Page 10 of the GPS Trackit brand guide: Why these colors?.
Page 11 of the GPS Trackit brand guide: How to use them.
Page 12 of the GPS Trackit brand guide: Color opacity.
Page 13 of the GPS Trackit brand guide: Shape for text boxes, and the grid system.
Page 14 of the GPS Trackit brand guide: Imagery.
Page 15 of the GPS Trackit brand guide: Mockups.
Page 16 of the GPS Trackit brand guide: Typography — Outfit, nine styles.
Page 17 of the GPS Trackit brand guide: Type hierarchy.
Page 18 of the GPS Trackit brand guide: Material icons library.
Page 19 of the GPS Trackit brand guide: Contacts and legal.
Page 20 of the GPS Trackit brand guide: Miles Ahead.

GPS Trackit — brand and visual identity system. 20 pages covering the logo system, color, grid, imagery, typography and icons. Drag a corner, click either half of the page, swipe, or use the arrow keys.

DTC E-commerce · Gaming

Controller Gear

An e-commerce flagship for a category-defining gaming accessories brand.

E-commerce Brand Merchandising

The situation

Controller Gear had built a serious catalog — 1,200 SKUs, Amazon Vendor Central distribution, and partnerships with the biggest gaming franchises in the world. What it needed was a flagship: a direct-to-consumer storefront that made the brand feel inevitable, not just available.

The work

We designed and built the e-commerce experience end-to-end — brand expression, merchandising system, product taxonomy, and the path from browse to cart. A storefront tuned to convert without sacrificing the swagger that made the brand work.

The outcome

A high-performing flagship that held its own next to the licensed franchises it was selling — a destination, not a fulfillment endpoint.

DTC Apparel · Community

Life AsRx

A launch line for a community-led fitness brand.

Apparel Brand Launch Systems

The situation

Life AsRx had a community before it had a product. The challenge was designing a launch line that felt like the community talking to itself — not a brand selling outward — while still being commercially serious.

The work

We designed the apparel line and the launch system around it: identity, packaging, photography direction, and the storefront moment when product met audience for the first time.

The outcome

A launch line that sold through and a brand voice that's continued to drive every drop since — community-first, never community-mimicking.

Build the next one with us.

If you're rebranding, launching, or rebuilding the system underneath — start with a 30-minute call. We'll tell you whether we're the right studio for it.

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