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Since 1982, Don Hummer Trucking has built a successful business hauling freight around the country, in addition to a thriving logistics division. What initially started as a brand refresh project has evolved into an Agency of Record relationship. The primary challenge that needed solving: A trucking firm is only as strong as its drivers and fleet. When we started working together in 2020, fierce competition made it difficult to hire and retain quality drivers. Then COVID hit and threw everything into flux. Rather than wait for the dust to settle, DHT and FUEL got to work laying the foundation for growth. And that meant telling the firm’s story of multigenerational leadership with trucking in their blood, a modern fleet, a roster of A-List clients, and a culture that puts drivers first.
With milestones ranging from 500,000 miles up to 2 million, the program celebrated not just the distances driven, but the quality aspects of no tickets or accidents — both of which have an impact on the bottom line. 500,000 miles to 2 million and beyond.
Custom apparel, merch and signage at Hummer headquarters to both recognize and encourage. The Ultimate Driver Challenge is an ongoing process and drivers can work towards their goal each year. This includes: driver recognition wall at the terminal, awards banquet, social media posts, drivers recognized on website.
As an extension of the Ultimate Driver Challenge, FUEL collaborated with the client team on the development of the Heritage Collection. Inspired by vintage movies, tv shows, limited edition trucks, and trucker culture from era of the firm’s founding, these livery designs featured custom paint selected by Don Hummer Trucking and a badge designed by FUEL. Drivers must earn their way into this exclusive club. The modern rigs get a dose of this iconic styling as a fitting tribute to the firm’s early days, while drivers receive coveted recognition as the firm’s elite.
To break through the noise in the competitive media landscape, FUEL spearheaded a print campaign to communicate key selling points as to why it pays to join the stable of drivers for this family-owned firm.
While building an asset library for the firm, the art direction had a clear goal: we wanted to get into the shoes of a driver and capture the real people that work for Hummer. As part of that, we would take every opportunity to show off the clean, new equipment in the fleet as it’s a major sticking point for drivers when choosing who to work for.
Best of Category | Photography