Rebranding Four Iconic American Brands, as One
Client: Yellow Freight — Industry: Logistics / Freight Transportation
Yellow Freight had grown fast through mergers with former competitors, to become a nationwide powerhouse of four operating companies: Holland, New Penn, Reddaway, and Yellow.
When they wanted to launch a logistics brand to serve all four operating companies, they asked 26 Tools to help name and brand it. HNRY was born, and rolled out through a series of internal and external marketing campaigns. With copywriter Keely Hungate.
