Brand Management
As a key strategist at LTI, I established and built the company’s brand from the ground up: defining its voice, developing its identity, and guiding its expression across every channel. As more than a steward, I built a cohesive and comprehensive brand system that gained a reputation of integrity, authority, and professionalism, attracting customers such as Kraft Heinz, Hershey, Tyson, Unilever, Smucker’s and other Fortune 500 companies.
LTI’s brand served as the fundamental asset in building trust and attraction among customers and employees alike, fueling a period of unprecedented growth for the organization.
Equipment
LTI’s trucks serve as the foundation of our brand aesthetic: clean, modern, and technologically advanced. A dominant use of white space with minimal, yet bold red and blue accents, reinforcing brand recognition on the road.
Office Design
LTI’s facilities were designed in alignment with it's visual identity, featuring dominant white space, bold red and blue accents, all throughout a modern, collaborative workspace.
Social Media
As a primary communication channel, LTI’s social media consistently reflects brand aesthetics, values, and voice across all campaigns, posts, and interactions.
Brand Voice
Whether in personal emails, phone calls, or mass communications, brand voice guidelines ensure a consistent tone, personality, and level of professionalism across all departments and channels.
Print Design
From quarterly publications to sales materials and brochures, LTI’s consistent visual and verbal identity ensure clarity, professionalism, and impact across all touchpoints.
Web Design
LTI’s website is a digital extension of the brand and stakeholder experience—offering clean visuals, intuitive navigation, clear communication, and a welcoming tone for all audiences.
Brand Architecture
LTI encompasses several distinct entities, sub-brands, and branded programs - each with its own distinct purpose, unified in a shared visual identity under the parent brand.
Values
Beyond visual identity, LTI’s brand is rooted in a defined set of core values, guiding every message, decision, and customer interaction.
Brand Identity
LTI’s Brand Book governs both visual and verbal identity—defining elements such as typefaces, colors, logos, messaging, values, and brand personality to ensure consistency at every touchpoint.
Apparel
LTI uses employee apparel to reinforce professionalism and boost brand visibility—while ensuring all garments meet brand standards across styles, departments, and promotional use.
Social Media
Community Building
Content Marketing
Holiday Posts
314 Day
Memorial Day
Driver turnover is a predominant challenge in the trucking industry. Social media was a primary tool in combating this, wherein LTI featured individuals across platforms, showing recognition & appreciation, building connections between employees, and further connecting them to and within our organization.
This period saw a 30% decrease in driver turnover.
B2B Strategy
Fleet Finance was created as an independently branded channel “presented by LTI,” designed to educate truck drivers on finance in the trucking industry.
Directly, Fleet Finance educated large audiences of truck drivers on how they can gain financial security and wealth.
Indirectly, Fleet Finance:
Organically introduced drivers to LTI Trucking Services
Depicted LTI as an expert authority in our field
Linked LTI with financial success in the minds of truck drivers
Halloween
LTI’s B2B social strategy positioned LTI as a credible, socially responsible authority in our field, while increasing the number of touch points with customers before, during, and after the sales process.
This strategy earned the business of Kraft Heinz, Hershey, Tyson, Unilever, Smucker’s and other Fortune 500 companies.
In a market flooded with 3PLs, it was an important advantage to visually highlight LTI’s equipment, presenting LTI as a true asset-based carrier among brokerage competitors.
This strategy led to significant organic growth, without ever explicitly advertising LTI. During this period, we increased our net hires with no increase in cost, and more than tripled our population of owner operators and lease purchase drivers.
Web Design
Conversion Optimization
Page Analysis
Heatmap & touchpoint analysis helped inform strategies to improve website’s conversion rates, by analyzing which assets drew users’ attention, which call-to-actions converted , and which areas exit rates were highest.
Source Tracking
Coding dynamic content allowed LTI to change hyperlinks and phone numbers depending on the origin of the user (Facebook, Google, Google Ads, Indeed, etc.) allowing for detailed, accurate lead attribution, no matter the conversion type.
Performance Testing
Variation testing among ads, copy, content, audiences, bid strategies, and more, led to ongoing improvements in conversion rates and decreasing conversion costs.
Accomplishments:
Google Ads conversion rate growth of 140%
Cost per Conversion decrease of 58%
Averaged 17% annual growth in organic conversions
