InCLUEsive Trucking

A bold brand launch for a minority-owned trucking startup

Overview

InCLUEsive Trucking is a minority-owned small parcel delivery business started from scratch by Ric DeClue. From the name itself, he and his wife sought to build something inclusive, intentional, and distinctly different—beginning with a vision, not just a vehicle.

Role

As Creative Director, I met with Ric early in the naming and branding phase. Concerned the name might be misread as a typo, I knew the visual identity needed to feel smart, deliberate, and confident. I created a strong, intentional logo and helped articulate Ric’s distinct vision with the tagline: Setting New Expectations—a phrase that became the heartbeat of the brand. Listening closely, staying mindful of the nuance, and building with empathy helped ensure the brand felt not just polished, but deeply personal.

Approach

We used the tagline as a guiding principle. From business cards to truck graphics, every piece of collateral was crafted to feel polished and professional—regardless of the startup budget. By giving the brand a corporate-quality presence, we opened doors and helped Ric stand out from day one.

• Brand identity and logo design
• Business cards, bill of lading, price sheets
• Vehicle magnets and truck graphics
• Unified brand voice built around a single promise

Outcome

Ric now has a brand that opens conversations and reinforces his credibility. What began as an idea quickly took shape into a recognizable, trustworthy presence in the market—one that reflects both his grit and his professionalism.

Why It Matters

This wasn’t just another project—it was a relationship. Helping someone turn a dream into momentum is deeply fulfilling. Ric trusted me to help shape his business, and in the process, we built something far more valuable than just a brand: we built trust.