The Canadian Trucking Alliance wanted to challenge perceptions of the trucking industry and connect with a younger audience, including people who might never have considered a career in trucking. I helped develop the campaign strategy, messaging and creative direction, then carried the concept across social media, print, web and out-of-home applications. The creative needed to be impossible to ignore, so I developed a flexible typographic system that could adapt across formats while maintaining a bright, energetic visual presence. Two distinct colour palettes gave the campaign room to evolve while keeping the overall system cohesive. From campaign planning and copywriting through to the final design, the project brought strategy and execution together to create a recruitment campaign designed to get people to stop, look and reconsider what they thought they knew about the industry.