About the Client
Our partnership with Saia LTL Freight began in 2018. A leader in the U.S. less-than-truckload (LTL) sector with over 100 years of experience and millions of miles traveled, Saia approached us with a powerful challenge: to uncover, articulate, and amplify the core truths driving their brand and internal culture.
Challenge
In a category where most messaging is centered around logistics, timelines, and reliability, Saia wanted to break through the noise. The task wasn’t just to refresh the brand—it was to realign it with what truly sets them apart: the people who make it run.
Solution
As Saia’s agency of record, we kicked off the engagement with deep research and brand development work. What quickly emerged was a powerful insight: in an industry of process-focused competitors, Saia stands out because of its people. Their commitment to relationships—whether with customers, partners, or team members—is what drives performance and loyalty.
With that human-first insight in hand, we began building a consistent, contemporary brand identity that could resonate across every platform. From national TV to social media, email, radio, and internal comms, we brought Saia’s people-forward message to life with clarity and authenticity.
Highlights of Our Work
- National Campaigns with a Personal Touch: We shifted the narrative from freight to faces—telling the story of Saia through its drivers, dockworkers, logistics pros, and frontline teams. These campaigns humanized the brand and made it relatable in a sea of sameness.
- Internal Culture & Amplify Magazine: Culture isn’t built overnight—it’s cultivated. To galvanize pride and unity within Saia, we created Amplify, a beautifully designed internal magazine that celebrates values, milestones, and most importantly, the people behind the operations.
- 100th Anniversary Campaign: To mark a century of excellence, we didn’t settle for a standard spot. Instead, we proposed and produced two transformed Saia trucks—mobile, interactive museums that toured the country, spotlighting Saia’s legacy and honoring its workforce at every stop. It was history on wheels, powered by people.
Results
Saia’s people-first brand transformation delivered strong business outcomes and industry recognition:
- Boosted Brand Visibility: By shifting focus from operations to relationships, Saia stood out in a crowded LTL freight market, gaining greater share of voice and deeper customer resonance.
- Elevated Employee Engagement: Internal efforts like the Amplify magazine and mobile museum tour strengthened company culture, inspiring pride and reinforcing brand values across teams.
- Award-Winning Campaigns:
- The Saia Mobile Museum earned the TMSA Trailblazer Award, recognizing innovation in transportation marketing.
- The campaign also received a Bronze Stevie Award in Brand Experience of the Year – B2B at the American Business Awards, honoring outstanding brand engagement in a business-to-business context.
These results affirm the power of leading with people, not just process—helping Saia grow stronger from the inside out.
