Simplifying the complex to drive growth


Following the acquisition of the business by Genesee & Wyoming in the US and the launch of a transformational business strategy, the Executive Team at Freightliner engaged us to help them bring the new strategy to life, both internally and externally.

Partnership since 2021
Location Birmingham, UK
Sector Logistics

The business had a complex ecosystem of products and services so our starting point was to create a simplified architecture that both empowered internal teams and ensured customers could easily navigate their way around its offer.

With the architecture in place we created the overarching brand proposition for Freightliner as a whole, encompassing some of their core attributes from innovation and sustainability to safety and heritage.

We also created two distinct service propositions for their Heavy Haul and Intermodal Logistics offerings that better communicated the business’s value and helped reposition the competition that were falsely claiming the same capability.

The visual identity we created balanced a mix of strong capability with clarity and clean sophistication. We created a graphic language that gave each service proposition its own uniqueness within the collective Freightliner brand.

“We’re delighted with the excellent work Opportunus has delivered for us. They are an integral part of our growth plans and we are very much looking forward to continuing our partnership with them.”

Andrew Daly

Chief Commercial Officer

“It was a real pleasure to work with Opportunus and we got a lot out of it. The work has really helped us to put a framework and structure around our communications which has been really important. The simplified communication of our proposition has already helped us to win new business and open up conversations in markets we didn’t have before.”
Katrina Hales
Director – Product Management & Marketing

The website we designed and built needed to draw on expertise and insight from a wide variety of stakeholders so needed a robust process of data capture and information architecture. The result is a sophisticated and modern representation of the brand and gives them a platform from which to build on over the coming years. The website quickly enhanced inbound lead generation opening up conversations with new contacts in sectors the business had previously not engaged.

The business has used our thinking to inform all of its communication, from sales and account management to marketing and internal communications with significant results in the form of a number of multi-million pound account wins leading to 20% Y-o-Y growth.