TruckSmarter |
Taking a brand from 0-1

As Founding Writer at TruckSmarter, I worked on a Brand Team of two to take the freight startup brand from 0-1.

Goals:

Build a unified brand identity across all touchpoints
Work XFN to safeguard the brand
Support the vision of the founders
Encourage transparency

Outcome: Powerful and usable Brand Guidelines to enable our teams to work faster and better.

Role: Brand strategy, narrative, writing
Brand & Design Lead: Dani Lindsay

The opportunity

We focused on building a brand that differentiated TruckSmarter in the freight space to boost awareness.

The mission

TruckSmarter exists to serve and empower truck drivers. We broke down what that actually means.

Brand identity

The freight industry is saturated with brands that spoke mostly to brokers and shippers. So we built a personality that felt fresh, honest, and driver-first.

Voice attributes

These are the primary attributes of the TruckSmarter Brand Voice, as well as how and when to lean into them.

Tone of voice

While our voice remains constant, our tone changes depending on the channel we’re in and where a driver is in their journey with us.

Guiding insights

I reviewed our existing research (interviews with drivers, transcripts of calls, driver surveys) to determine what motivates truck drivers and how we can meet their needs. These insights guided our content and campaigns.