Goal
A local, family-run business for over 45 years, Mel Martin’s Transfer sought to “modernize” their image with a custom photoshoot, new messaging, and a bold advertising campaign following its own transfer of ownership to the next generation of truckers, transporters, and hotshots. The only caveat? The original logo could not be redesigned.
Situational Analysis
The simple paradox of the trucking and transport industry is the realization that while so many service providers place significant importance on multigenerational storied histories (and the fact that through tremendous determination and effort, they were able to flourish from these humble beginnings) each have chosen to grow beyond the significance of strong family values – ignoring their roots in favour of their ever reaching branches.
Unfussy Recommendations
Mel Martin’s Transfer, however, understands that family and familiarity still matter… to them, to the industries and customers they serve, and to the region they live in, support, and traverse through every day.
Of course the ability to provide quickly responsive, reliable, cost-effective and safe, quality service is important; but it’s their strong and absolute commitment to family and community that truly drives them.
From ownership to employees, Mel Martin’s IS family. Unapologetically raucous and hopelessly fun, clients can expect nothing less than “no bullshit” trust and accountability expressed through a firm handshake.
These are the values shared by a company who not only use the term ‘family’ to describe everyone on payroll, but also extend the warm sentiment to clients, partners and vendors alike. This is the reality that drives the Mel Martin’s brand: High road or low road, their family knows no limits… no boundaries. Simply put, no one understands you, your business or these roads like they do. And while they won’t tell you how to run your business, they will tell you how to drive it. But that’s just like family isn’t it… always in your business.
Output
- Strategic Direction and Corporate Brand development
- Internal and external communications strategies
- Messaging Platform development
- Targeted advertising and marketing communications campaign conceptual development, design, and production
- Marketing collateral design and development
- Social Media and PR content creation
- Custom photography
- Brand Standards (Playbook) / visual identity guidelines development
- Website design and development
The brand initiative and ongoing marketing campaign development was fed by extensive internal and external research, including key stakeholder workshops, and SWOT and discovery sessions.
Outcomes
With brand spirit and marketing language now consistent with daily operational and transactional communications, Mel Martin’s is proving to be ever more enticing to oil & gas, construction, and heavy industry customers who believe that a person’s “word” should mean everything…even if that word happens to be a good-natured profanity.
