Bestpass

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.

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    Website

    bestpass.com

    With a refreshed brand identity in place and a recent expansion of services, Bestpass looked to id29 to design and develop a cleaner, more engaging, user-friendly website, along with content and functionality that promoted the generation of more qualified leads and sales. Additionally we established a firm SEO foundation from day one and ensured the website met ADA compliance requirements.

    The design of the new website also addressed pain points Bestpass was experiencing regarding form submissions. Since Bestpass caters to different audiences it was important to ensure each audience was served the proper sign-up form. To solve this, we removed the 2 separate calls-to-action and created 1 single sign-up button that triggers a modal which allows each person to self-identify, routing them to the proper form.

      To improve lead generation beyond the general sign-up form, we implemented a way to gate high-value white papers with a short form and properly track the activity in analytics.

        Environmental Graphics

        Brand Video

        Explainer Video

        National Ad Campaigns

        2018

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        2017

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        2016

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        2015

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        Radio

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