A brand overhaul to fuel a startup’s meteoric rise

Challenge:

The effects of COVID-19 skyrocketed e-commerce demand. OneRail’s future-forward technology could instantly call from a massive network of delivery drivers to fulfill from anywhere in a matter of hours. OneRail needed to stand out as a leader in the last mile delivery space – with complex technology that was not yet fully understood by their target market.

Strategy:

• Distilling OneRail’s intricate tech into digestible, relatable concepts
• Cultivating market awareness through educational initiatives
• Strategically positioning OneRail as an industry innovator

Impact:

Solutions:

Breaking it down

OneRail’s initial branding relied on buzzwords and abstract visuals, creating a disconnect with its audience. After meeting Founder & CEO Bill Catania, we recognized his authentic, conversational style as the perfect foundation for the new brand. Inspired by this, we developed a cohesive brand language featuring custom graphics that simplified product concepts, alongside clear, consistent messaging. The result: A brand identity that captures OneRail’s innovative spirit and approachable nature, resonating across all touchpoints and making its unique value easy for stakeholders to grasp.

Bridging knowledge gaps

OneRail’s competitive advantages were relatively unknown in the market, limiting its growth. To address this, we engaged in several initiatives to increase understanding of last mile delivery challenges and solutions. Throughout our ongoing relationship as a collaborative marketing partner, we hosted informative webinars and produced white papers that offered accessible insights for potential customers, and commissioned trend studies on which we based e-books to leverage the findings.

These efforts educated the market and sparked conversations about the evolving landscape of last mile delivery. The result: A significant increase in market awareness, with OneRail becoming recognized as a key voice in the industry.

Transforming perceptions with positioning

To position OneRail as an innovator, we focused on amplifying its presence as an AI pioneer in logistics. We helped OneRail showcase their data-rich solutions at tradeshows, developing impactful booths and materials highlighting strategic partnerships, and we executed major company press announcements timed with the shows. By announcing their nationwide partnership with Lowe’s through targeted press releases, we demonstrated OneRail’s ability to scale for major retailers. We supported these announcements on social media, further boosting credibility and positioning them as a thought leader in last mile delivery. The result: OneRail gained recognition as an industry linchpin, respected by industry giants and emerging players.