REBRAND
American Truck
Business Services
Services
Brand Positioning
Brand Visual Identity Design
Website Design
Print Collateral
Email Campaign Design
Content Marketing Strategy and Execution
Brief
Our analysis revealed opportunities to modernize ATBS's identity while preserving their established credibility in trucking. We developed a distinctive market presence that positions them as the premier financial services provider for an evolving industry, creating pathways to new demographics while maintaining trusted relationships with existing clients.
Solution
We executed a brand evolution honoring ATBS's trucking heritage while modernizing their market presence. The rebrand prioritized a mobile-first digital experience for their on-the-road audience. Our visual identity balanced Americana-inspired design with contemporary professionalism, supported by content strategy, email marketing, and print collateral optimized for mobile engagement. The design incorporated themes of independence, adventure, and professional success while ensuring accessibility across demographics.
Brand Colors
Brand Colors
Display Font
Display Font
Primary Font
Primary Font
Designing the Road Ahead
We distilled ATBS’s unique value proposition into a clear promise that emphasizes their distinctive advantage: unlike traditional financial advisors, ATBS’s experts come from within the trucking industry itself. Their promise, “Financial guidance from trucking experts who know the road,” positions them as the only financial services provider whose team truly understands the industry from firsthand experience. This authenticity sets them apart from general financial advisors who lack deep trucking industry knowledge.
Revving Up the Brand
We executed a cohesive brand evolution that honored ATBS’s trucking heritage while modernizing their market presence. The rebrand centered on a mobile-first digital experience, recognizing their audience’s on-the-road lifestyle. We developed a visual identity system that balanced Americana-inspired design with contemporary professionalism. This was supported by a comprehensive content strategy, email marketing system, and print collateral suite—all optimized for easy mobile consumption and engagement. Our design approach wove together themes of independence, adventure, and professional success while ensuring accessibility across demographics.
