Showcase: Halvor Lines Rebrand + Recruitment Campaign

By swimcreative

Superior-based Halvor Lines approached Swim Creative looking for a rebrand and a recruitment campaign. Halvor is all about being a unique, quality trucking company, as evidenced in their brand promise, “The nicest trucks on the road.” They offer fresh fruit for employees in their office and are big on work-life balance. They are truly focused on being a great place to work and a premier company to work with. With this in mind, we started this project by modernizing the brand’s established look. Not only did this refresh aim to give Halvor a reinvigorated look and feel, but it also aimed to attract new drivers, especially from the Millennial generation.

From there, Swim extended the new branding across printed and digital tactics, starting with business cards. To capture the brand’s premium positioning, the business cards were printed on paper twice as thick as a standard business card. The cards also had printed edges in the brand’s yellow to give it an extra youthful, fresh look. These production details elevated the brand to meet the company’s reputation.

Swim also produced recruitment creative in the form of billboards along 35E, a brochure and job fair materials that included a pull-up banner and poster series. The goal—to stand out at a crowded job fair—was achieved with the use of punchy headlines, bright brand colors and a design sensibility you don’t often see in the trucking industry.
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