Humanize Trucking
aiFleet
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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.
![](https://freight.cargo.site/t/original/i/c1c7cb48c3919438bfb28c322f40ab6cbc589cc022959d9756f6a4ee34b33352/Screen-Shot-2023-04-01-at-3_0015_Capa-1.png)
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.
![](https://freight.cargo.site/t/original/i/bf7db2d3a8ad3651b445b76e59de3bfb469faba4a0321af881e23868c6967ca6/Screen-Shot-2023-04-01-at-3_0014_Screen-Shot-2023-04-01-at-3.18.31-PM.png)
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.
![](https://freight.cargo.site/t/original/i/608d1af6c4dedf1aa08fbf58c7a4d5f9c0001a830514a1c875ff64da93bf3b76/Screen-Shot-2023-04-01-at-3_0001_Screen-Shot-2023-04-01-at-3.22.56-PM.png)
![](https://freight.cargo.site/t/original/i/85b17534b04117f050b7a61406c00c2e911c7694034020004df5e6459f0a7258/Screen-Shot-2023-04-01-at-3_0012_Screen-Shot-2023-04-01-at-3.19.16-PM.png)
![](https://freight.cargo.site/t/original/i/87cedc2960436742fff8efa2fcda17d612d6508e71aa9105ffe89a9ea9a6a96f/Screen-Shot-2023-04-01-at-3_0002_Screen-Shot-2023-04-01-at-3.22.34-PM.png)
Agency: BBMG
Strategist: Briana Quindazzi
Art Director: Jess Pitera
Strategist: Briana Quindazzi
Art Director: Jess Pitera