Bridgeway

Creating a compelling market-leading parent brand

OVERVIEW

Bridgeway is one of the country’s largest speciality transportation and logistics providers. With 20+ subsidiaries and over 500,000 loads transported annually, Bridgeway helps solve the toughest transport problems for critical industries with specialty freight needs vital to the national economy. As the company continues to evolve into a more purpose-built platform of people, transportation assets and technology, it needed a new market-leading parent brand and cohesive story to clarify and exemplify the collective value of the network of companies.

Private Equity

Private Equity Backed

Sector

Transportation and Logistics

Deliverables

Positioning & Messaging
Company Name
Visual Brand Development
Brand Architecture
Tone of Voice
Targeted Message Training
Branded Business Tools
Iconography Library
Photo and Video Library
Website Development
Brand Videos
Go-to-Market Campaign Planning and Support

Bridgeway

Bridgeway’s new tagline, “The Future of Freight”, emphasizes the people as the backbone and future of this industry.

PROBLEM

The parent brand lacked awareness and a cohesive story communicating the relationship and value of the 20+ subsidiaries.

SOLUTION

We renamed the company Bridgeway as an homage to the headquarters in Pittsburgh and the nature of this business. Their new message platform speaks to their foundation – entrepreneurs, problem solvers, professionals – giving their companies and stakeholders a unified, powerful story to rally behind.

PROBLEM

Their visual brand was outdated and did not represent the size and scale of this modern-day industry leader.

SOLUTION

This new visual brand is clean, simple, and modern. The three parts of the symbol represent the three primary stakeholder groups – agents, owner-operators, and shippers. A scalable visual brand system was developed for the subsidiaries to take on the look and feel of the parent brand as part of the overall strategy to further tie the story together.

PROBLEM

The company was undergoing significant expansion in organic growth and needed a way to continually reconcile and rationalize new companies, offerings and brands under a single, unified brand and value proposition.

SOLUTION

In addition to a single company story, we delivered a model for how to organize and express new brands in terms of their value to the end customers and external stakeholders, so that as the company grew, the brand could go grow with it.

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Bridgeway

Private Equity

Sector

Deliverables

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