At Cultivate, we’re all about helping brands tap into their core truth—and build from there. In 2024, we partnered with MTM Trailer MFG, LLC (a heavy equipment manufacturing brand) to lead a full rebrand for one of the Midwest’s rising stars in the heavy trailer space. Known for building rugged, high-performance semi dump trailers, MTM was ready to level up: grow sales, expand into new markets, and tell their story in a bold new way.
The challenge? Create a brand that’s as tough, driven, and reliable as the people it serves—while showing the world what makes MTM truly different.
Our first step was digging deep into MTM’s customers. From small fleet owners to independent drivers and fleet managers, one thing became clear: MTM’s audience isn’t looking for fluff. They’re looking for performance. Durability. And a partner they can trust when the road gets rough.
These are proud craftsmen, fierce operators, and relentless doers. They care about every mile, every load, and every dollar. And they deserve a trailer—and a brand—that works just as hard as they do.
With those insights as our guide, we positioned MTM around a simple but powerful truth:
That positioning led to the campaign rally cry:
More than a tagline, it’s a declaration of MTM’s promise:
- To stand by their customers.
- To collaborate as a team.
- And to keep every operation rolling strong.
To bring the new brand to life, we developed a visual identity that’s raw, industrial, and unapologetically bold—just like MTM’s trailers. The new design system channels strength and precision, with rugged type, gritty textures, and a confident use of space that reflects the durability and attention to detail behind every weld.
We didn’t stop at strategy and design. We created the “Let’s Pull Together” campaign, which includes a brand film and a series of mini-documentaries featuring MTM’s real customers—sharing their stories, their work, and why MTM is their trailer of choice.
Through social media and on YouTube, these films are helping MTM reach new audiences, grow awareness, and tell a story that’s equal parts performance and partnership.
The rebranding and digital overhaul delivered remarkable results in the first 6 months, solidifying MTM’s position as an industry leader and driving measurable growth across multiple channels.
📈 The new website saw:
- 105% increase in overall sessions
- 109% rise in users
- 110% increase in new users
🔍 Organic traffic surged by 60%, fueled by improved keyword performance:
- 83% more organic keywords ranked
- 205% increase in first-page rankings
📬 Lead generation exceeded expectations with a 232% increase in website leads.
🎥 Video content made a major impact as well, with 35,000+ YouTube views in just 90 days.
This comprehensive transformation not only elevated MTM’s brand but also positioned it for long-term success—building a stronger digital presence, an engaged audience, and a marketing platform that drives real business outcomes.
This is the kind of work we love doing at Cultivate—helping brands clarify their story, connect with their people, and show up with purpose and power.
Curious how a rebrand could drive growth for your business? Let’s talk.