Rebranding a Leading Transportation Company while Upholding its Legacy

  • Revitalized a brand customers have trusted for 30 years.
  • Created consistent voice across all marketing platforms.
  • Earned positive reviews from client and customers.

In 2018, MODE Transportation was acquired by a new investment group and its business growth goals and market opportunity expanded. The company’s leaders wanted to rebrand to better reflect the vision for the future and MODE’s next chapter as a leading freight transportation logistics company. In need of a complete rebrand – including a new logo and a revamp of the company’s website and marketing materials – MODE turned to Marketwave’s expertise in brand strategy and design.


Already a well-known leader within its industry, MODE tasked our team with updating its brand while maintaining the legacy and equity that had been built in its name and reputation within the market. The company had earned the respect of its agent network and customers since its founding in 1989, and it didn’t want stakeholders to feel as though MODE was venturing too far away from the company they had grown to trust.


To kick off the rebrand, Marketwave facilitated a two-day workshop called Brandwave, our signature approach to brand strategy. As part of Brandwave, our team met with MODE’s key leaders and walked them through a series of exercises designed to get at the core of the company’s brand and reach clarity on its optimal positioning in the market.

A key insight from the brand workshop and market research was the multimodal strength MODE delivered through a high level of service and logistics expertise. This differentiator set the company apart from its competitors.

For the new logo, we incorporated three colors – sky blue, green and teal – that intuitively represent the air, land and sea modes of transportation logistics. We also used these colors throughout the website redesign. And for the marketing collateral and website copy, we infused a deliberate focus on MODE’s three main differentiators: its customized solutions, multimodal balance and strong relationship with customers. By incorporating an approachable but knowledgeable tone throughout the copy, we were able to position MODE as the industry leader it is while still maintaining its friendly personality.


In early 2019, MODE revealed its new brand look and has since received a steady stream of positive feedback from its employees and customers. The company’s agents were excited to have marketing materials to share that more clearly demonstrate MODE’s key advantages, while other employees have welcomed a more modern look to the brand. Perhaps the most telling feedback comes from customers who have continued to experience the excellent service they’ve grown to expect – which is the ultimate outcome MODE was going for, after all.

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