Building a Brand to Build Up a Region

The St. Louis Regional Freightway is the bistate area’s dynamic source for coordinating freight activity and attracting manufacturing, logistics, and multimodal transportation companies and their service providers. With the successful branding of Bi-State Development, our team was selected to lead the marketing charge for the St. Louis Regional Freightway brand.

The Freightway is a multi-faceted agency with a wide range of applications and talents. Accordingly, the brand needed an array of marketing materials which would both educate and promote. We collaborated with Bi-State Development to come up with the name “St. Louis Regional Freightway” as a tribute to the City’s “Gateway to the West” alias.

Building a Brand to Build Up a Region

We were excited to help create the tools needed to give the Freightway a marketable identity. The Freightway’s logo is described by one of our designers to evoke “open-box freight as a focal point, being moved in endless directions.” The logo’s natural color palette brings a warm element to the Freightway’s industrial-inspired brand. Once these visuals and voice of the brand were created, our designers developed advertising, stationery, and print materials.

Delivering the Freightway

Our team worked to make the Freightway’s website and marketing materials representative of a central source of all things freight within the St. Louis region. The Freightway branding and its website have received praise from various manufacturing and logistics professionals, and we anticipate increased exposure as the young enterprise establishes itself further as an authority on regional economic development.

The Future of the Freightway

We continue to collaborate with the Freightway to keep content fresh. Their organization plays a crucial role in the growth of manufacturing and distribution jobs within the City of St. Louis and seven adjacent counties in Missouri and Illinois. Werremeyer is honored to be able to contribute to such a vital resource for growth of the St. Louis region’s economy.

St. Louis Regional Freightway
attendees at first two Freightway Summits
jobs estimated to be created by the Freightway's public and private partnerships
webpages of content developed by Werremeyer for

Freightway to the Web

As the Freightway’s branding and marketing plans were created, we began developing a companion website that would market the region and its advantages while attracting site selectors and companies from outside the St. Louis region. Creating a shared space for optimal information about the rivers, roads, rails, runways, and real estate of a region comprised of six counties and one major city was a tall task, but we were ready. We designed a site built for SEO and SEM and measured results early on to adjust the site to the market’s needs.

To build, our team worked across various departments both within our own office and the offices of Bi-State Development over the course of roughly four months. Throughout development, our writers collaborated with dozens of experts to accumulate and organize the best information for turning the website into a credible source of freight knowledge. Our graphic designers and web team developed a navigable interface, opening with a video slider focusing on four of the Freightway’s key competitive advantages.

The Freightway’s website includes a portfolio of detailed real estate profiles, an up-to-date news section, and an interactive map of the St. Louis region. The GIS map’s responsive interface allows users to refine what is displayed on the map, giving them the option of adding or removing items such as interstates, rail terminals, sites with available real estate, and much more. Each map item is expandable with additional information and specifics.