CORAAJ
WHO THEY ARE
Freight marketing is a sea of trucks on highways and promises about reliability. The decision-maker is on LinkedIn, is time-poor, and has read every version of ‘on-time delivery’ already.
Which means the differentiator has to be the line, not the layout.
THE BRIEF
Give a logistics brand a voice that speaks to decision-makers on LinkedIn without sounding like every other freight company.
WHAT I DID
Led with the line — "The Capitals stay sharp. We handle the miles." — then built Instagram and LinkedIn creative sets around it, with mockups showing the content in-feed.
THE THINKING
Write the line first
“The Capitals stay sharp. We handle the miles.” Positioning came before any visual — it tells the buyer their job stays theirs while the burden moves.
Design around the sentence
Instagram and LinkedIn sets built to serve that one idea, rather than a generic content calendar.
Show it in situ
In-feed mockups so the client could judge the work where it would actually be seen.