Following a period of rapid growth, largely by acquisition, Contrans Flatbed Group was struggling to streamline its brand story. Clients were often unaware of the full range of services available to them and the sales force was having trouble with their elevator pitch. Add to that, employee loyalty was often attached to the historical, acquired brand, with comparatively little sense of what belonging to Contrans meant. Business was booming, but without a means to generate employee loyalty and communicate the size of opportunity, driver recruitment and retention was tough.
This is a company founded and run by truckers. It has integrity, and a true ‘family’ sensibility. Many trucking companies spend a great deal of time putting on a corporate face, hiding behind euphemisms like ‘logistics’. If you drove an 18-wheeler, where would you rather work – at a company repped by corporate suits or one that puts the ‘soul’ of the vocation on the table?
We redefined the brand architecture, building out the Contrans visual identity and brand narrative to capture the balance between the positive business strategy with the heart and soul of the brand. The new company name, Contrans, and the logo were designed to house the entire family of sub-entities under a single, strong master mark in order to gain recognition and pave the way for continued growth.
The tagline, Courage To Go Far was developed based on direction taken from the employee and customer interview process and is deliberately reflexive, speaking to both the client and the employee, proclaiming Contrans’ straightforward, grassroots brand personality. Advertising and materials are told in the words of the drivers, who drive the company forward and represent Contrans in front of their many clients.
The company enjoyed a 38% increase in driver retention during the first year of the new cultural and brand expression, and the company has successfully collected and been able to promote its geographical reach and diverse services to new clients.
We still get a little emotional when we see these big machines headed down the QEW or the 401 screaming the words Courage to go Far. We may have created the line, but it was derived from ‘natural ingredients’. Frankly, we’re just not that cool.