Share the Road to Sustainability

How do you get transport decision makers in the UK’s largest companies interested in becoming more sustainable? We need them to be interested, as 24% of the UK’s carbon emissions comes from transport and HGVs are responsible for one fifth of emissions.
To grab their attention, we created the publication ’Share the Road to Sustainability’ - packed full of insights and visual infographics. The publication sat at the heart of an integrated campaign.

The objectives were: demonstrate logistics plays a major role in reducing the UK’s carbon emissions; position Wincanton as the ‘go to’ partner to optimise logistics for organisations intent on minimising their CO2 footprint; show how carbon and costs can be reduced through Wincanton’s digital transport solution EyeQ.
The publication highlights that logistics departments are under pressure to reduce carbon through comprehensive research with 500+ transport decision makers. It identifies challenges and provides insights into how these can be solved. Wincanton’s Subject Matter Experts are promoted as thought leaders on how to cut costs and reduce carbon. An integrated campaign encourages readership of the publication and includes Account Based Marketing, Digital Advertising, Videos, Presentations, Events, PR and Digital Marketing.

The logistics sector is dominated by traditional marketing and design with long white papers with dense layouts that are difficult to digest.
Creating more environmentally conscious and efficient logistics systems is integral to the planet's future. This ethos led to the visual metaphor of circular motifs overlapping in the publication. Visual elements of a target being pulled apart highlights changing and adapting goals, paired with circles to represent the cross section of industries.
With targets and cycles as the visual motif, we created dynamic layouts to pull focus for an energetic and engaging design on each page.
Using Wincanton’s existing brand colours, a variety of blending options, shadows and gradients bring depth and a 3D element to the publication’s design.
Local imagery ensured a UK focus. Imagery has a forward trajectory to represent the sense of momentum, change and future-proofing the industry for a more sustainable tomorrow.