Years in trucking
Carriers in their network
At a glance
Challenge
Merge three industry pioneers under a new brand identity that reinforces a 35-year legacy of high-quality service and innovation.
Result
Pariveda created a market-leading parent brand to clarify the collective value of the company’s family of businesses and a new brand infrastructure that pays homage to the industry’s rich history and the people who keep it running.
Impact
The new brand launch helped re-establish our client as a dominant industry leader poised for future growth.
FreightCo* is one of the nation’s top 10 flatbed specialty transportation and logistics providers with a $1B platform, 17+ sub-brands, and over 500,000 loads hauled annually. FreightCo’s growth-by-acquisition strategy merged three companies under a brand identity with an outdated image that no longer represented its size and scale.
The Challenge
Building a new brand story for industry pioneers.
After a merger that combined three leading freight companies, FreightCo’s brand no longer reflected its market position, value, or scale. They engaged Pariveda to develop a brand strategy, a meaningful business name, a new visual identity, and a value proposition that centers people, processes, and technology.
Through extensive research, Pariveda learned that cultivating relationships, a solid business infrastructure, back-end tools, freedom and agency, and an open-door policy were all valuable to the organization.
The Result
How Pariveda helped reinforce trust, reliability, and quality:
- Designed a brand strategy centering people, processes, and technology to recognize FreightCo’s key stakeholders during this age of disruption.
- Created a market-leading parent brand to clarify the collective value of the company’s family of businesses and signal the company’s ability to traverse difficult obstacles.
- Developed a new tagline that honors the company’s legacy and people and primes the company for success in the modern logistics landscape.
The Impact
FreightCo has increased market awareness through campaigns and furthered its organic growth by adding new members to its network. The new brand architecture brings added value to its recent and future acquisitions.
Through Pariveda’s work, FreightCo’s elevated brand reflects its scale, success, and commitment to valued stakeholders.
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