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The Challenge

We were launching a startup in one of the most competitive businesses on the road—trucking. There are over 500,000 trucking companies in the U.S. and we knew from the get-go we had to find a memorable and believable way to differentiate AmTrans USA from their competitors.

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Our Approach

Because the company was a startup it had no real history. So, the first thing we did was set up an interview with the CEO. We wanted his vision. Why would he leave one of the largest, most successful trucking companies in the U.S. to start his own trucking firm? For one thing, he wanted to have a global impact on the industry. And secondly, big didn’t mean you’d forget your hometown roots. With these and other insights, we began to build a brand voice and from there we built a brand.

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Brand Identity

We began with a tagline that made a strong commitment—“Eighteen Wheels. One Promise.” We followed that with a logo that consisted of bold, striking colors and the horizontal stroke in the A symbolized a road to the future. The signature’s chosen typeface, Idlewild, captured the new brand image with a distinctive look that contained a sense of confidence and determination. It was a font you couldn’t miss. And the brand voice we established for Am Trans had a “take-charge” attitude and assumed a leadership role. The takeaway? Here’s a company that’s headed down the road to success.

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Print & Promotional

Our first job was to develop a company brochure. It had to tell the AmTrans story in a way that both voice and design would distinguish our client’s brand from the competition. The design extended a unique introduction. Readers opened the back doors of a semi trailer to find out more about AmTrans and its business philosophy. Headlines engaged readers with a sense of immediacy or a clever turn of phrase. Promotional items, such as truck decals, buttons, keychains, baseball caps, and golf shirts carried the logo, theme, colors, and brand personality, extending AmTrans’ image to an even larger audience.

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Corporate Website

The site had to reach different audiences, including potential customers, drivers and partners. Therefore, design functionality was a must. Each user would approach the site in a different way, seeking different information and we had to ensure the site met those specific needs with a user interface that was efficient, engaging, and easy to learn. Visually, the site had to stand out, colors, photos, typography, and navigation, all had to play into showcasing the unique brand story and personality.

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Results

Early reports from our client indicate that visits to the new site are off to a good start. They attribute the recent increase in their brokerage business to the activity they have been monitoring on their site and the mounting requests for quotes. The company also expects that the new branding will have a positive impact on the retail side of their business in the coming months, as the holiday season approaches. Their active blogging is paying dividends as well with a rise in customer engagement and search engine rankings. As to the future, we look for even greater success down the road.

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