Pilot Freight Services


Moving Up in the World

Established in 1970, Pilot is the largest privately held freight forwarder, having originated in air transport, and expanded over the years to become inter-modal. Fortunately, the company has experienced record growth over the last ten years. But as economic conditions continued to constrict, and competition in the freight market heated up, in 2009 Pilot faced its first year of financial decline.

As Pilot forged ahead, the purpose of this project was to carve a stronger brand value proposition for Pilot (beyond air). To do this meant a shift in perceptions from the commodity business of “moving stuff” from Point A to Point B (e.g., Pilot as vendor) to a higher-level attitudinal space that is typically highly service-oriented (e.g., Pilot as partner).