AY Trucking: The Full Brand Transformation
AY Trucking LLC is a growing logistics company based in the United States, known for its reliable freight transport and driver-first philosophy. The company is deeply rooted in values of trust, transparency, and opportunity—especially for international drivers seeking a better future.
The Challenge
Despite their strong reputation among drivers and partners, AY Trucking struggled with:
- Outdated or fragmented brand identity
- No centralized online presence
- Inconsistent communication across platforms
- No structured recruitment funnel for drivers
In short, AY Trucking had the operational horsepower—but lacked the branding engine to scale.
The Solution: A full brand transformation
We partnered with AY Trucking in a long-term collaboration to redefine their entire brand and digital infrastructure. Our focus was clear: position AY as a premium, driver-friendly logistics partner, both online and off.
- Brand Identity Overhaul
- Professional Website Launch
- Driver Recruitment Funnel
- Marketing Strategy & Long-Term Support
Brand Identity Overhaul
At the very start of our collaboration, we began the rebranding process with the core brand elements.
- Designed a bold new logo to reflect strength, trust, and movement
- Introduced a cohesive color palette and typography system rooted in authority and approachability
- Created brand guidelines to ensure consistency across digital and print media
Professional Website Launch
We have created a completely new website:
- Driver-centric with clear calls to action
- Fully responsive & mobile-optimized
- SEO-structured for Google discoverability
- Multilingual-ready to support diverse recruitment needs
- Integrated with application forms and contact funnels for seamless lead generation
Driver Recruitment Funnel
A chaotic approach to handling leads can result in lost potential partners. Here’s what we did instead:
- Defined target driver personas (foreign applicants, experienced OTR drivers, etc.)
- Created landing pages for referral-based hiring and recruitment ads
- Integrated the funnel with CRM tools for ongoing nurturing
Marketing Strategy & Long-Term Support
ogether with AY’s leadership, we are building a scalable recruitment and employer branding system:
- Quarterly campaigns to attract and retain top talent
- Social media playbooks for driver testimonials and fleet showcase
- Ongoing content plan: safety tips, success stories, and cross-border opportunities
Key Lessons Learned
The success of any project is measured by how well it meets the company’s predefined growth goals. So, why did our approach work?
- We didn’t just market the brand—we built it.
- LeanBrandz focused on AY’s true differentiator: treating drivers like people, not just numbers.
- We connected branding, recruitment, and digital strategy into one cohesive system—built to scale.
The Results (in the first 60 days after the launch)
| Before | After | Note | |
|---|---|---|---|
|
Online Applications |
1-2 per month |
50+ per month |
+ 2400% |
|
Bounce rate |
72% |
<30%
|
-42% |
|
Google Brand Search |
Low |
+210% growth
|
+210% |
|
CPL (application price) |
/ |
0.75 USD
|
/ |
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