WABASH TaaS // TRAILERS-AS-A-SERVICE PLATFORM BRANDING
Forging the Future of Freight
Branding a Transportation Leader’s Move into Digital Freight & TaaS
Wabash TaaS
Collaboration with La Visual, Inc.
Brand Foundation
Wabash approached us as a legacy manufacturer preparing to launch a groundbreaking digital freight service. Their goal was to build a Trailers-as-a-Service (TaaS) platform that would modernize trailer access through a unified, on-demand system for fleets, dealers, and partners. Our team was brought in to define and create the full brand identity, starting from strategy to launch execution.
The name “TaaS” was positioned to signal utility, innovation, and a clear link to emerging models like SaaS. We framed the brand narrative around the idea of a connected freight future—one where access, security, and scale are no longer barriers. This gave Wabash a modern identity to support its transition into logistics tech leadership while staying grounded in its reputation for reliability and performance.
Identity System
We designed a new icon and wordmark system that pushed Wabash’s brand into a modern, digital context while preserving its industrial credibility. The custom icon was inspired by isometric truck trailers, referencing structure, movement, and dimensionality. The new wordmark, derived from the Wabash parent brand, introduced a fresh lockup built for flexibility across digital and physical applications.
Rather than inventing a separate visual system, we extended Wabash’s existing color palette and typography to support this new venture. Every brand asset—from platform UI to partner decks and trailer livery—was crafted with clarity, scale, and cohesion in mind. The result was a seamless evolution of the Wabash brand that gave TaaS a confident identity within the logistics tech space.
Business Impact
Following the brand launch, Wabash’s TaaS platform saw strong traction in a traditionally slow-moving industry. Strategic partnerships with innovators like Kodiak Robotics expanded its trailer pool and brought national visibility to the service. The platform’s upgraded identity supported Wabash’s acquisition of TrailerHawk.ai, enhancing the offer with advanced cargo security. These moves positioned the TaaS platform at the core of Wabash’s long-term growth strategy.
The new brand identity played a critical role in establishing trust and credibility early, which supported investor confidence, partner alignment, and platform adoption. With nearly 100% uptime and a seamless service experience, Wabash elevated its TaaS offering from a pilot program to a scalable revenue driver. The brand work helped signal innovation, reinforce user confidence, and define Wabash’s role as a leader in digital logistics and freight technology.
