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Project
KeepTruckin Brand Refresh Campaign
CLIENT/BRAND
KeepTruckin
ROLE
Creative Lead, Brand
deliverables
Branding, Growth Campaign, Video/Photo Production
overview
I developed a campaign to prove that KeepTruckin is more than just a long-haul trucking company.
KeepTruckin is a fleet management company based in San Francisco, CA. Their technology helps to empower freight truckers and the larger long-haul trucking industry.
Looking to grow the brand and include a new audience base, I helped refresh the brand narrative that the overall tone, look and feel of KeepTruckin while launching a growth campaign to increase awareness.
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All messaging, vision setting, and anything else brand related would refer back to these pillars.
THE PRoblem
In order to capture a small business audience, KeepTruckin needed to redefine their brand.
BRAND ARCHITECTURE
Helpful
We care and are on our customer’s side, helping in any way we can 24/7, 365 days.
Human
We are a people empowered brand, keeping technology and humanity connected.
Forward
We are committed to driving business forward; creating innovative ideas for tomorrow’s challenges.
Honest
We don’t talk about our solutions in a vacuum, we speak to customers in an honest, relatable way.
Real
We help real people find real solutions; what we show must be grounded in reality.
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TARGET AUDIENCE
Construction, Field Services and Last Mile Delivery industries were our new customers, so we created persona profiles to better understand their business needs.
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THE RESULT
THE VISION
Develop creative content to illustrate KeepTruckin's refreshed brand narrative.
Now that KeepTruckin's audience and messaging had been defined, we moved into content production.
Starting with pre-production materials we created: video scripts, photography shot lists and mood boards to create the vision for the campaign. This content would also refresh other brand touch points like KeepTruckin.com, sales enablement, product and digital social handles.
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REBRANDED videos
The videos would highlight KeepTruckin's key solutions from fleet management to Safety and GPS Tracking, all through a contemporary, small business lens.
A new photographic library to help showcase KeepTruckin's new small business audience on social media, KeepTruckin.com and sales enablement materials.
safety
gps tracking
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REBRANDED PHOTOGRAPHY
Leveraging our new branded assets we launched a growth campaign to increase business and spread awareness for KeepTruckin.
Partnering with the Growth, Product and Sales Teams we launched KeepTruckin's first digital brand campaign.
Using our rebranded assets and refreshed brand architecture, I led the creative production of digital ads for YouTube, Facebook and Google. In the end, the campaign led to a significant increase in subscriptions for KeepTruckin and substantial growth.
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PHOTO ASSET LIBRARY
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