Great Dane

A new position for an industry champion

Great Dane Trailers is a leader in American-made trailers and truck bodies. With more than a century in business, the company has built a reputation for innovation and service—always going the extra mile for its customers. The company was looking for a new brand promise and campaign that would communicate its strong legacy to external audiences while providing a platform for internal communications.

With a powerful portfolio of products, dedicated customer service and a deep understanding of the business challenges of fleet owners and managers, Great Dane had a strong foundation for storytelling, but needed a brand promise flexible enough to communicate these diverse talking points. Instead of a traditional brand promise, we created a rallying cry. With “Let’s Go” Great Dane could deliver a positive, flexible and actionable promise to customers while serving its own internal needs.

“Need to get your haul from Tuscaloosa to Spokane? Let’s get the job done.”

“Looking for innovative products that push your business further? Let’s change the game.”

“Need more breathing room in your margins? Let’s take your freight to a lighter weight.”

“Looking to take your career places? Let’s go.”

Full-bleed graphics in the brand’s signature red and a typeface that mimicked a bold, handwritten scrawl helped amp up the feeling of confidence across all components—print ads, website banners and intranet graphics. With its “Let’s Go” campaign, Great Dane is able to drive a sense of partnership and forward motion to the customers it serves and the talent on which it depends.