Design / Interactive / Social / Creative Strategy
Railex was the largest temperature-controlled transportation service in North America. Shipping over 75,000 pallets a week on private lanes, Railex moved goods across the continent in 5 days without breaking the cold chain. With special refrigerated cars and distribution centers, perishables could get to market quickly without spoilage or product deterioration. Their process had cut over 1.2 million metric tons of CO² emissions since 2006. The company was purchased by Union Pacific in 2017.
When Railex invested heavily in new infrastructure, they needed a full brand reset to modernize their B2B sales approach.
- 225 Qualified Leads within 8 months of launching the new lead-focused website
- 375 Newsletter Signups broadened Railex's B2B reach
- 50 Industry "White Paper" Downloads developed a thought leadership position
- 5 Web Design & Usability Awards
Breathing Life into a B2B Brand
Railex promised the security of cold goods as they travel from the farm, brewery, or vineyard to the market. As the company’s creative agency of record, members of my brand team designed a full brand reset supported by a suite of sales tools ranging from business cards to a lead generation focused responsive website. The visual branding embodied the company's commitment to cold, with an icy crystal texture, a color palette of blues, and custom illustrations.
The Web Experience Sets the Stage
To help explain what Railex could do for their customers and to serve as a launchpad for the rebrand, a new website was designed. The Railex site outlined their unique cold-chain-logistics advantage by utilizing custom photography, on-point messaging, and descriptive illustrations. The launchpad for Railex’s rebrand was their new website which also helped explain what Railex could do for their clients. By integrating a lead generation platform into the company’s CRM, Railex was able to better serve new business.
In order for Railex to reach their target audience who are typically on the move, a responsive website provides potential customers with all the information they could need. The website also supported existing customers with tools such as trip planning and GPS tracking interface.
Making Tracks at Trade Shows and Beyond
The sales team was provided with a fully branded suite of print materials, along with a powerful resource available on any internet-connected device. The business grew and was eventually sold to Union Pacific - that's a pretty big deal Prior to the sale, I consulted and implemented a strategy that would maximize traffic at industry events. The result was a near-life sized replica of a Railex train car that was created to attract people to the booth, where a full set of branded print materials were ready and waiting.
A direct mail campaign and on-site interactive kiosk offered the chance to win prizes, while collecting prospective customer leads.