Railex:
Cold transportation (B2B / Industrial)

SCOPE: Rebrand & Digital

ROLE: Executive producer / Account lead

TERM: 2+ years

Driving cold-chain credibility

In the world of cold-logistics, perception is power. Railex operated the largest temperature-controlled transportation service in North America, but its brand didn’t reflect the scale, modernity, or trustworthiness of its critical delivery service. As the company expanded into new markets, I led a full-scale rebrand to establish credibility with both existing clients and high-value new prospects where a single contract could mean millions.

From strategy to execution, I guided every aspect of the transformation: an award-winning website (5x), elevated sales collateral, and an immersive trade show presence. At the industry’s biggest event (the PMA), we debuted a high-tech, interactive booth featuring life-sized train components, gamified giveaways, and a sleek-yet-informative design that resonated across generational stakeholders.

The results? More business leads in two days than in the prior two years combined, renewed contracts from existing partners, and new customers ready to climb aboard.

Impact fact: Railex’s process had cut over 1.2 million metric tons of CO² emissions between 2006 - 2017, at which point the private company was purchased by Union Pacific.

By the numbers:

225 Qualified Leads within 8 months of launching the new lead-focused website

375 Newsletter Signups broadened Railex's B2B reach

50 Industry "White Paper" Downloads developed a thought leadership position

Breathing life into a B2B brand

Railex delivered on the promise of an unbroken cold chain—from farm, brewery, or vineyard to market. As the company’s creative agency of record, my team led a full brand reset, producing a suite of sales tools that ranged from business cards to a lead-generating, award-winning responsive website. The new visual identity conveyed the company’s commitment to precision and cold-chain integrity, using icy crystal textures, a refined blue palette, and custom illustrations tailored to the transport space.

The web experience sets the stage

The redesigned Railex website served as the cornerstone of the rebrand—an essential tool to articulate the company’s unique cold-chain logistics advantage. Through custom photography, descriptive illustrations, and focused messaging, the site clearly communicated how Railex supports its clients with speed, precision, and reliability.

Built with a fully responsive design (new at the time), the site catered to on-the-go industry professionals, offering both prospective and existing customers what they needed—whether it was lead-generation tools integrated with the CRM or operational features like trip planning and GPS tracking. The result: a digital experience as efficient and seamless as the service itself.

Making tracks at trade shows and beyond

To support business development, the sales team was equipped with a full suite of branded print materials and a powerful digital toolkit accessible from any device. Ahead of Railex’s sale to Union Pacific—a major milestone—I led a strategy to maximize visibility at key industry events.

The centerpiece: a near life-sized replica of a Railex train car, designed to draw attention and spark conversation. On-site, branded collateral was paired with an interactive kiosk and a gamified direct mail campaign, driving lead capture and engagement. The result? Record-breaking booth traffic, a reinvigorated sales pipeline, and a brand presence that couldn’t be ignored.