Humanize Trucking


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The Brooklyn-based branding and social impact agency BBMG asked me to develop a creative story and language toolkit for trucking startup aiFleet that brought to life a strategy of tech as something that had the power to humanize trucking. 

My insight was that tech was the key which unlocked more for drivers — more pay, more flexibility, more time with their families, and more respect. I conveyed that with language that emphasized community, care, and the inherent value and hard work of drivers. 

It was a thrill to lean into the lingua franca of the road for copywriting inspiration and develop a creative story that authentically resonated with drivers.  

Agency: BBMG
Strategist: Briana Quindazzi
Art Director: Jess Pitera