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Meg Beck

Brand Architecture
Brand Strategy
Employer Branding
Mergers & Acquisitions

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Learn how we deliver on these essential, strategic needs that enable companies to sustain a resilient and impactful business.

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Adapting a Legacy Brand to Modern Times

semi truck transporting cargo driving on the multiline interstate highway road
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Years in trucking

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Carriers in their network

At a glance


Merge three industry pioneers under a new brand identity that reinforces a 35-year legacy of high-quality service and innovation.


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.


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 FreightCo’s growth-by-acquisition strategy merged three companies under a brand identity with an outdated image that no longer represented its size and scale.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:

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.

Learn how we deliver on the essential, strategic needs that enable companies to sustain a resilient and impactful business.

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