The iconic American freight company started a brokerage house, to stretch their reach from sea to shining sea. And they wanted a new name, one that captures their history and culture. So we delivered.
Working with longtime copywriting collaborator Keely Hungate, we created a new name that drew upon a decade-long history of mergers and acquisitons: Holland, New Penn, Reddaway, and Yellow: HNRY. Once the name was resolved, we unpacked brand expression and messaging for the launch.