Empowering independent owner/operators.

Brief

TruckSmarter is a tech startup disrupting the freight industry. They provide free access to load boards, previously accessible only through brokers for a fee. They needed a complete brand identity that felt trustworthy yet fresh.

Audience

Independent owner/operators, small fleets and others who want to become an owner/operator.

Opportunity

Shift the power dynamic into the driver’s favor by giving them an empowering brand that provides the tools and information they need to run their business better.

Concept

Truckers are the backbone of the American economy – we rely on the goods they move every day. Yet, independent owner/operators are getting hit with fees on every load. TruckSmarter is the land of the free. We’re on a mission to help truckers keep their independence with free access to the information they need to keep their business running and make good on their American dream.

Design

We used road-inspired colors and graphic elements to develop a brand born of legacy and trust. The typemark is inspired by vintage car logos. Instead of cold and corporate, the identity is bold, bright and unapologetic, leaning into the journey and grit of being on the road.

Voice

The TruckSmarter tone is empowering. We believe there’s a better way forward for truckers – one that gives them the freedom to be their own boss and achieve their goals. The voice strives to instill that optimism in our audience. TruckSmarter understand their challenges, so the tone is motivational in a down-to-earth way.