Continental Freight names what we were, not what we are.

The Evidence

Brand perception significantly lags our evolved service mix. Customers still see us as a trucking company when 48% of revenue now comes from integrated logistics and data services.

48%

Non-trucking revenue

We move data and goods

We are infrastructure, not trucks.

Conduit

A name that captures what we enable: the seamless flow of commerce across channels.

Expressed Across Touchpoints

Before

Continental Freight

Reliable Shipping Since 1987

Legacy identity emphasizes longevity and reliability but signals traditional trucking, limiting our appeal to tech-forward enterprise clients.

After

Conduit

Infrastructure for Commerce

Modern system expresses what we enable — the invisible backbone that makes complex supply chains work — positioning us for enterprise logistics partnerships.

Risk Management

Risk	Likelihood	Mitigation
Customer confusion during transition	Medium	Dual-brand signage for 90 days; direct outreach to top 200 accounts
Loss of legacy brand equity	Low	Heritage narrative built into launch; "Continental Freight is now Conduit" messaging
Internal misalignment	Medium	All-hands launch event; internal brand training for customer-facing teams
Competitor opportunism	Low	Launch timed with new product announcements; proactive PR strategy

Transition Plan

Month 1-2

Internal Launch & Legal

Brand training, domain migration, trademark filings, vendor notifications

Month 3-5

Digital Transition

Website relaunch, platform rebranding, customer portal updates, email migration

Month 6-7

Physical Assets

Fleet wraps, facility signage, packaging materials — phased by region

Month 8-9

Public Launch & Amplification

Campaign launch, press tour, industry events, customer success stories

Transition Budget

$2.6M

12%

Projected lift in qualified enterprise inbound

Within twelve months of launch, based on repositioning impact studies in adjacent verticals and our pipeline composition shift.

$4.8M

Incremental pipeline value

18mo

Projected payback period

+22

Net promoter score lift

Approve the Conduit rebrand and $2.6M transition budget

This rebrand positions us to compete for the enterprise partnerships that will define our next decade. The cost is managed, the risk is mitigated, and the return is measurable.

Galen Brooks

Chief Marketing Officer

galen.brooks@conduit.co