Red Classic Transportation & Fleet Maintenance Website

The Challenge

Red Classic runs a genuinely unusual combination for a carrier: comprehensive transportation alongside full fleet maintenance, operating out of multiple hubs and 30-plus terminals across 13 states. The existing site didn't reflect that scale or that dual capability. As a subsidiary of Coca-Cola Consolidated, Red Classic needed a site that could stand on its own, speaking clearly to three different audiences at once: shippers evaluating a logistics partner, carrier partners considering a freight relationship, and drivers or technicians exploring a job.

The Approach

I led the design and development of the Red Classic website, working with their marketing and communications stakeholders to organize the site around the two core service lines, Transportation and Fleet Maintenance, rather than burying the maintenance side under transportation as the existing site had. The information architecture was restructured so each of the three audiences had its own clear path: a shipper could get to a quote request without wading through driver recruiting content, and a prospective driver could find openings without digging through fleet maintenance service pages.

The visual design pulled from Red Classic's "Dedicated to Serve. Built to Execute." identity, using high-impact photography of the actual fleet and maintenance operations rather than generic stock imagery, since the scale of the real operation was the most credible thing the site had to show.

The Outcome

The redesigned site gives Red Classic a single, coherent place to present both halves of its business, transportation and maintenance, to the three audiences who need different things from it. Shippers and carrier partners can evaluate the operation's real scale and dual capability instead of generic service copy, and recruiting content for drivers and technicians sits separately from the commercial pitch instead of being mixed into it.

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