Pipitone Group > Work > Hunter Truck

Marketing That Goes the Extra Mile

Build My Brand

Rebranding a Trucking Tradition

A family-owned authorized dealer of Peterbilt and International vehicles, Hunter Truck has provided four generations of trucking solutions and an unparalleled commitment to personalized service, parts and sales.

What Homer Hunter started in a small service station in the rural town of Eau Claire, Pa., has grown into a business spanning 19 locations across Pennsylvania, New York, New Jersey and West Virginia. Just as Hunter Truck’s business has undergone a significant transformation over its 80-plus year history, its brand needed a transition to go along with it.

Pipitone Group (Pipitone) worked with Hunter Truck to remodel its brand identity and portray its partnership with Peterbilt and International more effectively. Pipitone then leveraged this new brand vision through a new website and a series of brochures, each showcasing Hunter’s new logo and a clearly defined new messaging position.

Interstate Identity

As previously constructed, Hunter’s brand identity was logo-heavy when paired with the Peterbilt and International logos. To avoid store-by-store and brand confusion, Pipitone developed a distinct typography for Hunter that enabled the Peterbilt and International logos to effectively integrate alongside its new brand. Hunter’s new logotype provides a consistent, clean look and feel that can be paired seamlessly with the recognizable identity of its valued partners across each location.

Meaningful Messaging

Pipitone wanted to encapsulate Hunter’s brand to make its messaging more succinct. After conducting interviews with several of Hunter’s customers as well its internal management team, Pipitone developed Hunter’s new brand line: “We’ll Take the Load Off.” The new messaging embodies the company’s tireless commitment to removing the burden that the trucking industry can pose to its customers in an effort to keep them on the road.

Over-the-Road Online Resource

Pipitone developed a new, mobile-friendly website for Hunter that features both is sleek new logotype and brand messaging. The website includes areas dedicated to Peterbilt and International vehicles, as well as Hunter’s wide range of pre-owned vehicles with leasing and rental opportunities. With a comprehensive inventory selector and Hunter locations finder, Hunter’s new online resource makes it easy for visitors to quickly find what they’re looking for.

Powertrain Print Materials

Taking the same graphic identity and messaging from the website, Pipitone developed three updated brochures. A photoshoot across several Hunter locations helped to capture the spirit of its employees to deliver more relatable imagery while additional interviews with Hunter’s leadership team helped to provide compelling copy.

See more
work samples