A truck driving through a highway with Day & Ross logo on the side. A truck driving through a highway with Day & Ross logo on the side. A truck driving through a highway with Day & Ross logo on the side. A truck driving through a highway with Day & Ross logo on the side. A truck driving through a highway with Day & Ross logo on the side.

Day & Ross

Truckin’ a Rebrand Across North America

Scope

Brand Strategy Visual Identity Logo Suite Brand Guidelines Photography Launch Campaign Merchandise Design

Day and Ross, a North American transport and logistics company, approached us to help unify its brand while creating a fresh look that communicated its values, history and future-looking aspirations.

Day & Ross logo with black background.

Day and Ross needed to bring together its various divisions into one cohesive master brand and create excitement around their vision for the future of their industry, their company, and their employees. The challenge was speaking to a variety of both internal and external stakeholders, all of whom had different perspectives and experiences with Day and Ross.

We started by creating a brand strategy and platform that bridged together various divisions, stakeholders, and communications. We built a solid foundation for a company with both a strong history and an industry-leading tenacity, communicating the very same values by which it came to exist, but with an eye to the future. After aligning on an internal direction, we got to working on the visual identity: a refreshed logo, colour system, photography and content style, and ideas for applications.

Day & Ross brand guide booklets opened.
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Day & Ross trucking driving through the highway while the sun is setting.

We applied those elements to create an internal launch plan, including employee swag, a calendar, video animations, and an internal launch video telling the story of the new Day and Ross. But we also had to let the world know: so we designed truck decals for their entire fleet, showcasing the refreshed new vision for Day and Ross all across North America. Curious? Spot it on the road in the wild—or you could just scroll down.

Orange background with white text that says
Day & Ross letter heads, envelopes, business cards, and pencils.
Closeup of instead a car with a person driving.
Day & Ross' icon.
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Day & Ross icon.
A travel mug with Day & Ross logo, and a booklet with Day & Ross branding.
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Day & Ross logo.
Day & Ross logo on t-shirt, cap, and travel bag.
Side and back view of a truck lorry with Day & Ross logo.
Colour blocks of 5 different colours that are white, orange, black, grey, and dark grey.
3 water bottles with Day & Ross logos.
Calendar with Day & Ross logo and branding.
Before and after Day & Ross logo.
A pile of paper with logos and various designs for Day & Ross.

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Recording in Progress