Roger logo
Brand & Activation

Agile identity development through product launch and beyond.

The ask.

Build a brand as bold as Roger, an ag-tech startup with a big idea to revolutionize bulk freight trucking.

The truth.

Startups move at the speed of the next big idea — a straightforward branding ask could change directions at a moment’s notice. We needed to be agile in our approach.

The solution.

We didn’t just give a unique name (and voice) to something that didn’t exist yet. We created a brand system as multifaceted as the technology powering Roger. By focusing on flexibility from the beginning of the project, we quickly evolved the Roger brand each time their vision grew or a new market opportunity arose.

The impact.

From the first launch of the Roger brand to countless positioning shifts, we’ve managed to satisfy key decision makers and make an impact:

  • More than 150,000 loads completed on the app in the first year

  • Adoption by over 500 carriers in the first year

  • Over 1 million impressions generated

Play Video
Roger mark
Mockup of the Roger app as seen on two different i phones.

From a singular focus to a branded product suite.

Roger Hauls logo
Roger Interchange logo
Roger IQ logo
Roger onRamp logo
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Full-page print ad for Roger show a red truck driving straight toward the viewer. The headline says, "Take carrier risk head on."
Four tradeshow banners showcase Roger’s bright green, red and blue color palette. Haul-yeah inducing copy talks about benefits for shippers.

Earned media placements included:

FreightWaves logo
HDT Logo
Farm Journal logo

Leanne Prewitt

President & Chief Executive Officer

Shaped by her background in creative direction, Leanne leads the agency’s culture and creative vision and also oversees the operations that allow a team of marketing, design and media specialists to create powerful and effective work for their client partners.

Leanne began her professional career in New York City working for some of the nation’s leading agencies. In 2016, after a five-month sabbatical around the world, she returned to her hometown and joined Ervin & Smith. Her global perspective and expanded professional experience influence the work she does today.