Keep On Truckin'

As part of our first-ever Vendor Marketing Program in 2010, we gave vendors the opportunity to use our trailers as a canvas on which to put their message. As we have 15 locations throughout central New York and northern Pennsylvania, our trailers travel widely along many major thoroughfares, and their message is seen by several thousands of people each week.

Several vendors opted in to the program, representing a diverse array of products. I designed a unifying look that was carried through all vehicles. It had to present the vendor's message without overpowering our own branding.

In addition to trailers, each store has a box truck that is used for local deliveries, and also available for vendor branding. As the majority of local deliveries are to contractor's job sites, the messaging on the box trucks is delivered both to prospective users of the vendor's product, as well as current users to reinforce the vendor's image.