strategy / naming / identity / collateral / writing / trade show / advertising
Follow The River. The appeal and power of this idea is in its simple, short and straightforward call to action. And yet, as such, it connotes many different meanings. Here, the River is both a metaphor for ACL in particular, and marine transportation in general. And of course, the river is literally a river—or the waterways on which the company conducts its business. But even more important than who or what the “river” is, is where the river (or ACL as the river) goes—as we (stockholders, clients, employees, etc.) can Follow the River to—better value, greater efficiencies, cleaner solutions, etc.
For 100 years, the river has helped ACL grow into one of the largest marine transportation and manufacturing companies in the country.