"In it for the long haul" is a statement that Truckstop.com firmly stands by. To express that to customers and potential customers, we launched a marketing campaign to communicate the brand position. I helped spearhead the new branding for this campaign.

The conceptualizing and brainstorming for this campaign took place over the course of a few whiteboarding sessions and meetings. We had great imagery and a library of testimonials produced over the year. I wanted to add movement to this campaign in a way that supported the "long haul" messaging. In concepting, I eventually landed on the chevron shape. By compositing it into the imagery and accenting it with red, I was able to add motion to our still photos.

This was a digital campaign that consisted of a microsite and emails, though the chevron was eventually adopted into the general brand and is still in use today.