Loadsmith, a third-party logistics company with over 20 years of experience, set out to redefine freight through technology while maintaining a steadfast commitment to driver welfare. CEO Brett Suma recognized the need for a strong brand position early on and partnered with our team at La Visual to establish a foundational identity. As the industry evolved, so did Loadsmith’s vision, requiring a brand refresh that reinforced its leadership in "Capacity as a Service (CaaS)" while balancing innovation with human-centric messaging. The autonomous trucking revolution has sparked industry-wide concerns about job security for human drivers. Loadsmith needed to establish itself not just as a tech-forward disruptor but as a brand that champions drivers' integral role in the future of freight. Educating the market on the benefits of “hub-to-hub” autonomous trucking was key to overcoming misconceptions and building trust.