Award marks agency’s commitment to creative branding
AKRON, Ohio (Aug. 6, 2015) – WhiteSpace Creative, an Akron-based integrated strategic marketing communications agency, has been recognized for its digital brand-building work for GDS Express trucking. The recent GDS website rebuild has won WhiteSpace an American Web Design Award from Graphic Design USA (GD USA) magazine. This is the second award the agency has received for its design of GDSexpress.com. The dynamic, brand-centered website also won an American Advertising Federation (AAF) Akron chapter gold ADDY® award earlier this year.
“GDS Express is a growing company and our biggest challenge is finding safe and dependable drivers,” said Vice President of GDS Todd Shields. “We wanted potential drivers that visit our site to get the family feel and hear our story. This has had a positive impact on our recruiting efforts and is helping us reach our targets.”
“We really got into the truck driver’s world,” said Whitespace Account Supervisor Heather Evans. “From the beginning, we conducted interviews with these folks to find out what it was like to drive for GDS. That was instrumental in giving the brand a voice.”
Art Director Derek Stulpin said that the website was crafted to be more relatable than corporate freight websites, describing the design as “trucker-chic.”
“We wanted the design to be relatable,” Stulpin explained. “This is a small company with a family feel that has been around for 25 years. I believe the design is indicative of that.”
Consistent with GDS goals to increase job leads, the company saw a 60 percent increase in online driver applications. Shortly after the site launch, the company was hiring up to 12 drivers per month. The website's organic traffic also rose by 200 new sessions per week on average. To view the website, visit www.GDSExpress.com.
The GD USA honor comes as WhiteSpace embarks on its own identity update, and speaks to the power of insight when supporting any brand in developing a strong identity.
Editor's note: hi-res photos are available upon request.