CDL 1000 recently secured Inc5000’s spot as third fastest growing private company in the USA for 2022, and so we, at A_TK, were excited to help them realise their vision.
Starting with an Outhink™ to uncover their unique position in the industry and then building a new verbal identity and solid brand foundation from this; we discovered that they wanted to shift from being seen as a purely logistics business to a technology business that specialises in logistics. Moving to highlight their ability to take on complex challenges and solving problems with the aid of technology and never at the expense of their people.
Which all fed into the emotive brand purpose we created that resonates with our varied audiences; ‘We exist to put the right truck, on the right load, for the right price, at the right time; driving efficiency and reducing waste.’
We created a brand logo that pays homage to one of the haulage industry’s icons: the humble freight container, and a set of three targeted silhouettes were created to introduce differing arms of the business from volatiles cargo to multi-pack and building materials.