WON 2 INTERNATIONAL DESIGN AWARDS
SOLD TO CANADA CARTAGE IN 2007
Corporate ID 3 /
Awards
Click thumbnail for larger image.
Problem
Direct Integrated Transportation is a multi-faceted, full service transportation, distribution and trucking company. Direct is not only diversified, it’s huge, owning 800 vehicles, employing 1100 people, covering 12 million miles per year, operating 13 million square feet of warehouse space and handling 2.4 billion pounds of freight annually.
Although well organized and easy to understand now, the company’s presence wasn’t always so concise. It all began in 1946 when Canada Messenger was formed with just one truck. Over time, the company grew and diversified, eventually becoming the agent for United Van Lines in 1962. This resulted in the creation of yet another company name – Canada Moving. In 1999 CEO Wayne decided on the name Direct because it communicated a simple point-to-point promise that the marketplace could understand and remember.
Solution
Although the new name was admittedly simple in message, the company itself is large and diverse with many locations and lines of business all operating separately, yet requiring a unified presence. Velocity began by working with Direct to develop numerous brand concepts. The process was very collaborative and when the right fit was presented Direct responded enthusiastically. As Hekle puts it, “We became excited with the new look.”
With the brand secured, a number of tools were required to kick-start the new identity and bring it to life. Velocity proceeded to develop stationery, a variety of promotional items, brochures and corporate folders, designed and coordinated building signage and vehicle decaling for numerous makes, models and colours, coordinated a photo shoot, built a comprehensive graphic standards manual to ensure consistency across all applications and the celebration to launch it all. It took over a year to complete, but it was well worth it.
Renewing the company brand had other positive effects, it immediately made the company seem larger and more professional, which in reality it was. It had a significant impact on recruiting and really improved the internal culture giving employees a better understanding of what the company stood for as a whole.
Services
Brand Audit / Brand Evaluation / Creative Direction / Art Direction / Project Management / Corporate Logo Design / Business Stationery Design / Sales Folder Design / One Sheet Design / Corporate Signage Design / Brand Usage Guide Design / Copy Editing / Capability Brochure Design / Direct Mail Design / Invitation Design / Announcement Design / CD Jacket Design / Concept Development / Campaign Management / Public Relations / Print Advertising / Wearable Design / Promotional Design / CD Rom Design / Print Management / Print and Production Quoting / Press Proofing / Proof Reading / Photography
Results
Direct rose to the challenge and successfully met client expectations and continued to grow. In fact, they recently merged with Canada Cartage in Ontario to create a national presence and have also gone public. Prior to the launch of the new brand, annual revenue for the year ending 1999 had conservatively increased to $57.9 million. Following the new launch, sales dramatically increased to an estimated $126 million for the year ending 2006.