Following the acquisition of the business by Genesee & Wyoming in the US and the launch of a transformational business strategy, the Executive Team at Freightliner engaged us to help them bring the new strategy to life, both internally and externally.

The business had a complex ecosystem of products and services so our starting point was to create a simplified architecture that both empowered internal teams and ensured customers could easily navigate their way around its offer. 

With the architecture in place, we created the overarching brand proposition for Freightliner as a whole, encompassing some of their core attributes from innovation and sustainability to safety and heritage. 

We also created two distinct service propositions for their Heavy Haul and Intermodal Logistics offerings that better communicated the business’s value and helped reposition the competition that were falsely claiming the same capability. 

The visual identity we created balanced a mix of strong capability with clarity and clean sophistication. We created a graphic language that gave each service proposition its own uniqueness within the collective Freightliner brand. 

The website we designed and built needed to draw on expertise and insight from a wide variety of stakeholders so needed a robust process of data capture and information architecture. The result is a sophisticated and modern representation of the brand and gives them a platform from which to build on over the coming years. 

We continue to work with all areas of the business to implement the new brand across all communication, from new proposition creation and sales support to marketing campaigns and their annual trade conference, Multimodal.

The website quickly enhanced inbound lead generation opening up conversations with new contacts in sectors the business had previously not engaged. 

The business has used our thinking to inform all of its communication, from sales and account management to marketing and internal communications with significant results in the form of a number of multi-million pound account wins leading to 20% Y-o-Y growth.