Our work as Agency of Record started with research and brand development. After tech consulting and developing a new look and feel and user flow, we had a roadmap that led to a three-month media pilot project in five of Saia’s main markets in 2019: Cincinnati, Cleveland, Indianapolis, Louisville, and Detroit. In the following years, we expanded the campaign to national cable, radio, and streaming while continuing to provide digital and social content that echoes the brand’s direction.
In parallel to our external campaign work, we also launched an internal branding initiative to inspire the Saia team itself to help us drive change. We knew some of the most influential spokespeople for Saia were none other than employees themselves, so we worked closely to understand what drives them and highlight their contributions. Capturing their pride and purpose helped create a brand that’s both authentic and aspirational in broadcast and throughout terminals.
Our branding and content efforts even expand to recruitment, where we help Saia attract the talent that can strap in and speed up innovation. We’re proud to be part of the history of this iconic brand—and we won’t be hitting the brakes any time soon.
Increase Shipments per Workday
Increase in LTL Revenue per Shipment
Increase in Revenue YoY
New Terminals since 2018