Over the last two years the marketing team embarked on rebranding Team Hancock’s entire fleet including over 131 vehicles that cover hundreds of thousands of miles annually. From pickup trucks, flat beds and booms to Moffetts and service vans, every vehicle received the newly designed graphic decals.
When considering the fleet rebrand, one bold move began when we decided to convert the base color of vehicles from red to black—every new vehicle purchased is black, while the remaining fleet showcase the hybrid red and black look. To manage the process, the team took on the project in two significant phases over the course of 2023 and 2024, wrapping up this fall.
A few high-level goals of the fleet graphics redesign include:
- Leverage our rolling stock that drive hundreds of thousands of miles annually across Maine, New Hampshire, and even into Massachusetts and make a statement with our mobile billboards.
- Differentiate Hancock’s brand in the marketplace with simplified, unique design and mission-based messaging.
- Stand out with a whole new look featuring black vehicles and silver-chrome features.
The last time the marketing team rolled out new artwork was in 2010, converting the fleet of red trucks with yellow lettering with a unique pine band, Hancock logo, and more simplified artwork including Built to Deliver and the Best Places to Work and ProSales Dealer of the Year logos.
Taking on a fleet rebranding is no small feat, and it took everyone’s buy-in and support to manage. From the new artwork design process to managing the install weekends’ logistics, a big thank you to everyone on our team who helped manage this complex, phased project to its successful completion.
The people that make up our logistics teams – from Order Coordinators and Yard Pros to Driver Pros and Logistics Managers – are built to deliver, getting orders to customers successfully day in and day out. We like to say they are Built to Deliver—on time + in full—in every way.
It’s been so fun and rewarding to hear from people who have noticed the fleet rebranding across Maine and New Hampshire and have sent us their feedback. Take a look at a few of these examples shared here.
Below is an email sent directly to Kevin Hancock following a keynote talk he made in the fall of 2024. To the right is an email a business leader in Maine sent to Kevin following the publication of the Inc. Magazine article featuring his shared leadership work.
“I attended the conference yesterday and really appreciated your talk. I moved from Wisconsin to Maine two years ago. One morning, about a year ago, I found myself behind one of your delivery trucks. It had the “What if everyone on earth felt trusted, respected, valued, and heard ” quote on the back. I had not run across a message like that on a work vehicle before and it was very thought provoking. I was stuck in traffic, so I took a picture of it and used it in my presentation at a staff meeting that week to encourage my team to speak up and share their voices. I really appreciate the sentiment behind those words and was happy to learn more about your life’s story yesterday. Thanks for your powerful and moving message. I’m glad to know there are people like you out there. Congratulations, too, on continuing your family’s legacy with Hancock Lumber. “
Back in October of 2023 a local resident and high school teacher texted one of our team members a photo of the box truck quote and said, “This makes me want to work for Hancock Lumber!”
Our friends at the Associated Builders and Contractors of Maine shared a photo and post after seeing our new box truck graphics on the road sharing, “Displayed on the back of their delivery truck, ABC Member Hancock Lumber made me stop and think, ‘What if?’ I love this Kevin Hancock!”
We love hearing this kind of feedback, so thanks to every one who has shared. Our team wakes up everyday aspiring to honor our mission to enhance the lives of the people who choose to work at Hancock Lumber Company, and we proudly display these messages on our mobile billboards!
