Humanize Trucking


aiFleet

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Brooklyn-based branding and social impact agency BBMG came up with a strategy for aiFleet that positioned the company (and its tech) as humanizing trucking because it made the experience for drivers much better. But they needed a story that gave that strategy an equally humanizing voice.




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. And convey that by emphasizing 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 copy inspiriation, combined with the design team’s clean, eye-catching visual language.








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