Quest Global, Inc.
Role: Senior Director, Creative Services
Brand Identity Overhaul | Recruitment Marketing Strategy | Award Winning Fleet Design | High-Impact Storytelling for Talent Attraction | Workflow Optimization & Production Efficiency | Employer Branding Video Content | Industry Positioning & Recognition
The Opportunity
Quest Global, Inc. was facing a pivotal moment: a fragmented brand identity, rising recruitment challenges, and inefficient creative operations were stalling growth in a highly competitive logistics market. The company's visual presence lacked impact, fleet designs failed to differentiate, and reliance on outsourced creative work inflated costs. At the same time, ongoing driver shortages demanded a more strategic and emotionally resonant approach to recruitment marketing.
Creative Impact
Driving transformation from the inside out, I led a full-scale rebrand that unified Quest Global’s visual identity from a modernized logo and color palette to an award-winning fleet design that celebrated national heroes. This rebrand redefined the company’s presence in the refrigerated trucking space, boosting brand recognition and enhancing its reputation across the Southeast. By building targeted, emotionally driven recruitment campaigns, including high-impact video content, I helped increase unsolicited driver applications by 60% and significantly elevated employer brand perception.
The Compass
Every Mile Tells a Story
As part of Quest Global, Inc.’s broader brand transformation, I conceptualized and launched The Compass, a quarterly employee magazine designed to enhance internal communication, build team cohesion, and elevate the voices of drivers and frontline staff.
To deepen engagement, I led a company wide photo contest, inviting drivers to submit images from the road for a chance to be featured on the cover. This initiative not only celebrated their unique perspectives but also turned the magazine into a platform by and for the people who keep the company moving. The response was overwhelming, and the contest became a recurring feature, sparking pride, creativity, and conversation across the fleet.
Over time, The Compass evolved into more than just a publication. It became a cultural touchstone. Drivers shared it organically with peers, friends, and family, supporting word of mouth recruitment and boosting employer brand perception in an authentic, lasting way.
