Union partnered with logistics-focused organizations to develop advertising and marketing creative that communicated reliability, scale, and operational expertise. The work focused on translating complex systems into clear, human-understandable messaging.
The Challenge
Logistics brands operate behind the scenes, yet their performance directly impacts businesses and consumers alike. The challenge was to make invisible processes visible—communicating trust, efficiency, and accountability without overwhelming audiences with technical detail.
The Approach
Union approached logistics marketing through clarity and structure. Creative direction emphasized real-world movement, coordination, and problem-solving. Messaging was designed to speak to decision-makers while remaining accessible to broader audiences, balancing precision with narrative flow.
The Work
Advertising strategy for logistics and supply-chain brands
Messaging frameworks focused on reliability and scale
Creative direction highlighting real operations and outcomes
Campaign assets designed for B2B and performance channels
The Outcome
The resulting work helped position logistics brands as dependable, capable partners rather than abstract service providers. By simplifying complex operations into clear stories, Union delivered marketing creative that supported trust, differentiation, and long-term consideration.
We wanted to expose common, yet preventable industry challenges. To demonstrate how many loss and other fleet management challenges are preventable and can be avoided simply through awareness. Our research showed that many of these issues are unexpected by operational leaders.
We built an honest, human story: “Don’t be Bill”. Demonstrated the problem through empathetic stories centered around a key protagonist, “Bill.” We built tension between leadership and Bill by asking questions about major potential problems. Bill’s initial response is always confusion and his answers inconclusive.
We then serialized the story to maximize advertising budget and impact.
Produced a sequence of videos and digital banners to drive traffic to seenitcoming.com and other vanity URL's to both entertain and measure success.
We blurred the lines between real and character. Made Bill go social. Created Facebook and LinkedIn accounts for Bill where he shared fleet related posts. Bill quickly gained over 500 highly-valuable organic followers.
Then we introduced a hero. Meet, Kim, a spokesperson who explained the value of seeing fleet as an investment and not as a cost.
Overall, we created nine web commercials and a microsite journey featuring Bill and Kim, where Bill learns about the value of predicting fleet issues before they arise and how to effectively alert leadership.
