Hart Develops New Brand in Trucking Industry


Columbus, Ohio, July 30, 2019 – Hart, one of Ohio’s largest independent marketing and advertising agencies, recently helped with the brand launch and development of RIG360, a new network of independent service centers for the trucking industry.

RIG360 began when a group of Cat® dealers realized there was a need for a network of service centers that didn’t just work on trucks, but provided fleet managers with a higher level of service. They decided to join forces to create a new brand, and needed an agency partner to help. Hart was selected in part for its experience in the industry, strength in branding, research capabilities and its fully integrated in-house marketing services. Hart’s scope of work focused on brand positioning, website development, social media and public relations.

“The challenge we were faced with was producing a new brand from the ground up, and then communicating that new brand to the audience,” said Brian Newberry, vice president, brand leadership, at Hart. “This is the type of work that our team thrives on. By focusing our energy on the business behind the brand, we were able to provide a strong foundation for all the creative work that followed.”

To develop the brand positioning, Hart did extensive research with RIG360’s primary customers, fleet service managers. These insights led to the discovery of timing and transparency as top concerns for this audience. Understanding this, Hart was able to create a service and value proposition that addressed these unmet customer needs.

Following the completion of the research and development of the brand name and positioning, Hart created a multichannel platform to share the new brand with its audience. This included the creation of a new website for RIG360, a logo mark and identity system to communicate the brand’s end benefit, and public relations support.

“We’ve been so impressed with the work Hart has done for us. The amount of insight they were able to provide into our audience’s needs meant our brand truly speaks to them. Working with Hart has been a true partnership from the start,” said Ed Cullen, Strategic Advisor to RIG360.

Hart is an independent, full-service marketing firm with offices in Toledo and Columbus, Ohio. True to our founding principles, for more than 50 years the agency has integrated unique talents and perspectives to create a client-first mentality. Today, Hart’s thinkers, creatives and builders have expertise spanning strategy development, advertising, media services, video production, digital marketing, public relations and content marketing. hartinc.com

RIG360, LLC, was established in 2019 to provide the on-highway truck industry with the highest quality service locations throughout the U.S. The joint venture involves seven founding companies (Cleveland Brothers Equipment Co., Inc.; Foley Equipment Company; MacAllister Machinery Co., Inc.; Ohio Machinery Co.; Thompson Truck Centers, LLC; Thompson Tractor Co.; Yancey Bros. Co.) that are also independent Cat dealers. RIG360 intends to expand the network over time with high performing, exceptionally committed independent service providers. Caterpillar Inc. has no affiliation with or investment in this venture.