Trinity Trailer Manufacturing, Inc.® began designing and building self unloading conveyor trailers for the agricultural commodities industry in 1974. In 2014, Trinity engaged Cosgrove Partners to help work through a succession plan from the third to second generation. In short time though, it was evident that this company was eager to begin a comprehensive rebrand and marketing project that would more accurately convey the industry leading company they had become.
We started with a thorough situational analysis of sales and marketing history, interviewed current customers, identified target channels, and conducted a competitive analysis, all to establish a solid foundation from which we could build an incredible and meaningful brand and marketing program.
Upon completion of the situational analysis, we initiated the rebrand. Consistent and thoughtful messaging was non-existent. The old identity was stale, ridden with the usability challenges, and customers no longer found it relevant.
I came up with an eagle themed identity to align with their flagship EagleBridge trailers, for which they are known. In addition, the eagle presented a strong, new look that customers were proud to have on their trailers. The type and colors were updated, and an overall more refined look was achieved. Following, I created consistent, clean product brands and updated a few of their basic collateral pieces.
Next, I began work on a major website overhaul. The previous website had been in place for well over a decade and no longer served its purpose.