U.S. Xpress

Multi-Brand Freight Carrier & Enterprise Software Solutions 

Making goods move better. Every day.

Ever had to ship goods and thought there must be a better way? As a leading truckload carrier, reliable delivery isn’t just our job it’s our life. And that’s just the start.

Role

Creative Director

Dates

11/2021-08/2022

Multi-Department Oversight

Creative Services (design & copy), Brand, Social Media, & QC

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• U.S. Xpress Rebrand & Website Redesign
  
• Variant Ambassador Program & Retention Campaign
• U.S. Xpress Customer Summit

Focus Areas

U.S. Xpress Rebrand & Website Redesign

Goals

Goal 1: Execute a comprehensive rebrand, including new brand messaging, copywriting strategy, visual identity, and the development of a cohesive family of brands narrative and master messaging framework.



Goal 2:  Rebuild the corporate website—front and backend—redesigning and rewriting it to reposition U.S. Xpress from an antiquated trucking company to a leader in autonomous trucking and AI-driven logistics.

Scope

Directed and led the strategy and execution of U.S. Xpress’s rebrand, redefining its visual identity, differentiators, brand values, positioning, and value proposition. Developed a family of brands story and master messaging framework to unify sub-brands and ensure consistency across all touchpoints. Following the rebrand, oversaw the strategy and execution of the corporate website rebuild, ensuring alignment with the new brand.

Challenge, Approach, & Results

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Variant Ambassador Program & Retention Campaign

Goals

Goal 1: Develop and implement a tiered ambassador program using an MLM-style compensation structure to improve driver retention.



Goal 2: Drive brand advocacy and recruitment by incentivizing ambassadors to recruit new drivers while encouraging retention to maximize their compensation potential.

Scope

Acted as a key stakeholder in developing the ambassador program structure and branding. Directed and led the creative strategy for a contest and rewards campaign designed to increase engagement, retention, and recruitment. Ensured that contest mechanics, messaging, and incentives fostered strong brand advocacy, motivating ambassadors to actively recruit new drivers while retaining existing ones to maximize their compensation plan payouts.

Challenge, Approach, & Results

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U.S. Xpress Customer Summit

Goal

Execute the company’s first in-person, three-day sales event since the start of the pandemic, focused on logistics market dynamics and positioning U.S. Xpress as a thought leader in autonomous trucking and AI-driven logistics.

Scope

Directed and led the development of the event branding. Managed third-party vendors and served as the key contact for the AV company and venue, overseeing stage design and lighting. Led the creative direction and production of custom event collateral, including invitations, the event landing page, strategic communications, signage, customer gifts, event swag, keynote presentations, and multi-media assets for screen design and video mapping.

Challenge, Approach, & Results

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