Fikes Truck Line
About this project
Fikes Truck Line had grown into a national flatbed specialist, yet their image was distinctively local and out-dated. A primary goal was to build shipping capacity to better serve existing and new customers. Already a competitor in 48 states, the company undertook a rebranding campaign and the redesign of all of its marketing materials to attract more contract drivers and broaden its appeal to fleets and agents with trucks to lease.
A Culture Audit uncovered the Caregiver archetype as the framework for building the company’s story; it highlights the personal friendships with customers, contractors, staff and vendors that have propelled Fikes’ success.
“We don’t just deliver goods, we connect people with purpose.”
The story is carried throughout the company’s marketing programs and professional involvement with industry groups and has landed Fikes’ CEO on the cover of several prominent trades. The story has continued to evolve with the company as Fikes has expanded their services and reach through the through two sister companies.
Logo, tagline, employee communications campaign, videos, anniversary events, advertising, website, print collateral, tradeshow booths, public relations and orientation program.