Albany, NY

Bestpass—the country’s leading toll management solution for truck fleets and owner-operators—came to us with very aggressive growth plans and a brand in disarray. They had been burned by big promises but less-than-superb work from their previous agency (something that, fortunately or unfortunately, we hear a lot of these days). Let’s just say that we hit it off famously.

They understood the need to have a solid strategic foundation prior to doing any creative brand work. So, the first few months of our partnership focused solely on iteratively evaluating, exploring, articulating and documenting the strategic guideposts for the brand. That work resulted in a focused and intelligent approach to their new brand identity, campaign creative, photography, website, video, content and media planning.

In the first full year after the launch of the new, id29-crafted brand, media plan and marketing communications, they’re crushing their growth plans. Next year looks even better. We’re proud to be their agency of record and to work with them each and every day.

Brand Identity

Bestpass required an entirely new visual language to help appeal to their various market segments with authority and confidence, while still being approachable.
  • Previous logo

  • New logo

    A new brand ID that could stand alone with strength or be used as an unobtrusive accent across their communications.

    Environmental Graphics

    Brand Video

    Explainer Video

    National Ad Campaigns






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