Brand

Tagline system and hero direction. Exploration, not signed off — for review only.

• Billboards — the line in the wild Latest. "Built around operators. Not boardrooms." on a roadside + city billboard, and "Designed on the road. Not in the boardroom." on a highway. Real out-of-home mockups.
• Tagline lookbook — each line, art-directed Latest. Every contender shown as a full-screen campaign frame in its best setting (golden hour, the road, the yard, the outback), with critique + scores. Not black-only.
• Messaging wall — descriptor A/B + brand-line contenders Latest. "Operating system" vs "platform" as the top line, plus the "Not boardrooms" family (operators / road / experience / people) typeset and scored.
• Conference wall — stand elevation Latest. Backdrop wall + pull-up banners (spine / compliance / adoption lines) to see how they read at poster scale.
• Closing-line A/B — OS vs spine Latest. "Built around trucks. Not boardrooms." closed on "the transport operating system" vs "built where fleet is hardest". Identical treatment, only the last line differs.
• Built around trucks, not boardrooms — AU / UK / KSA Latest. The operator-built line typeset per market, noun flexing (trucks / fleets / fleets), dark treatment with the real logo. For copy workshop.
• Tagline system — AU / UK / KSA "Built where fleet is hardest" spine across territories, plus the Australian-made-origin answer (one origin, three jobs).
• AU hero — corrected idiom Warm/light direction built for the transport buyer: product visible, Linfox 100% leads, real-world treatment.