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.