Services
Brand Strategy, Naming, Logo and Visual Identity
Sector
Logistics, Transportation
Endurance Environmental Solutions has been hauling for the Chicago region since 1986, growing from a regional trucking outfit into a $100 million logistics company serving municipal and commercial clients across the country. What began as KRD Trucking, a company built around transfer station and landfill hauling, had expanded into a full environmental services provider, handling recycling, waste, and construction transport at a national scale.
The brand hadn’t caught up. KRD Trucking read as a single-service hauler, but trucking was only one piece of what the company did. Environmental sustainability was just as central to their work as transportation, and the name gave them no way to say so. For a company competing for large-scale municipal and commercial contracts, that mismatch was a liability.
Brand Vision
The story of Endurance is one of tenacity: a company that weathered real operational challenges and came out stronger. Substance built the name and identity around that arc. Endurance speaks to strength, perseverance, and a commitment to service and excellence, positioning the company as a strategic partner rather than a transactional vendor.
The mark centers on a phoenix, the mythical bird that rises renewed from its own ashes, a direct visual expression of the company’s growth story. Paired with the Endurance Environmental Solutions name, the identity gives the company language and imagery equal to the scale and complexity of the work it does, from heavy-duty hauling to environmental sustainability services.
The identity was built to travel across a wide range of touchpoints: fleet and trailer branding, trade materials, digital presence, and client-facing collateral, all needing to hold up in demanding industrial environments while signaling a more evolved, strategic brand.
