Challenge
A Duie Pyle is a venerable, third-generation commercial transportation company that was
looking to update its brand image. We began by conducting qualitative research including
“Brandstorming” sessions with a diverse group of A. Duie Pyle staff as well as in-depth phone
interviews with their customers.

Solution
What we found was that A. Duie Pyle had something unique–“Pyle People.” If you work for
A. Duie Pyle you are part of a special culture and follow a code of service that is unmatched in the
transportation industry. “Pyle People” have all the traits you value in a friend–responsible, trustworthy, someone you can count on. Pyle People Deliver.

Results
In the first year of the branding, A. Duie Pyle secured a record number of new clients. They are also generating more per month in revenue from customers who attended a “Chemical Day” event targeted at this niche. The branding rollout was enthusiastically received internally.