Roger logo
Brand & Activation

Agile identity development through product launch and beyond.

The ask.

Before Roger revolutionized bulk freight trucking, it was just an innovative startup idea with backing from five major ag players. Roger turned to E&S to bring the group together and create a name, face and voice as bold as their mission.  

The truth.

It would take more than punchy marketing materials to stand out in the market. Roger needed an agile partner who could consult on strategic business decisions AND develop a brand system flexible enough to move at the speed of their next big idea. 


The solution.

To establish a successful, long-term partnership, we began this project by becoming experts on Roger’s business and the ag freight industry. Once we had a deep understanding of the landscape, we created a brand system as multifaceted as the technology powering Roger. Over three years, we re-imagined, re-introduced and re-created the brand and marketing materials Roger needed to navigate business changes ensuring they remained relevant to their multiple target audiences across the industry. Our consultative partnership included: 

  • Brand creation including naming, logo design, visual identity & messaging  
  • Website strategy, design & development 
  • Lead generation & nurturing through social media, paid ads & PR 
  • Product naming, messaging, strategy & visual identity  
  • Go-to-market strategy consultation 

The impact.

From the first launch of the Roger brand to countless positioning shifts, we’ve managed to satisfy key decision-makers, pivot when new market opportunities arise and make a measurable 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

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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.