Milestone Equipment Holdings

Design // Brand Identity System & Launch

The Client

Milestone is one of the largest and fastest growing transportation equipment lessors in the United States, operating a diversified fleet of approximately 85,000 pieces of equipment, including:

  • Highway and intermodal trailers
  • Storage and convention trailers
  • Marine and domestic chassis
  • Domestic containers
  • Refrigerated trailers and containers
  • Flatbed trailers
  • Other specialty equipment

The Challenge

To modernize the well-known brand identity of this transportation industry leader while bringing various merged/acquired companies under the umbrella, successfully rolling out the identity across all touchpoints.

The Solution

Brand Identity System & Launch

Rebranding legacy brands is a passion of ours – one that we treat with the utmost care. In this case the organization – founded in 1984 – was represented by a pencil-drawn logo. The mark was virtually impossible to reproduce in applications outside of print (such as embroidery for swag items or rugs to welcome customers to a branch location).

When entering into this process we always take the time to meet with relevant stakeholders – in this case Client Leadership and Customers. It was unanimous – the Half Dome mountain depicted in the logo meant something important to those surveyed. It also stood out in an industry largely branded by mode of transportation – truck, rail or ship. Our process included the design of a new mark – complete with color palette to use as a bridge solution as each division became a part of the Milestone family. We also carefully crafted messaging based on the Research to support the new brand narrative. Once the brand was adopted by Milestone leadership (staff/board) our team put in place a strategy for launch. This included a campaign that relied on paid/owned/earned efforts to use this moment as one that would educate current prospective customers while driving brand preference and sales. The resulting award-winning campaign was highly successful, creating a substantial pipeline for sales team members to execute on.



The Outcome


Brand Campaign Launch:

  • Website Traffic: 35% increase
  • Users: 30% increase
  • Content Engagement: 25% increase
  • Sales Qualified Leads: 25% increase

IANA EXPO Trade Show

  • Attendees: 1,800
  • Milestone: Website Traffic: 35% increase; Users: 30% increase; Content Engagement: 25% increase
  • NACPC: Users: 5% increase; New Sessions: 10% increase

Awards & Accolades

Transportation Marketing & Sales Association (TMSA) 2019 TMSA Compass Awards: Award of Merit – Events