Branding that Reaches Highway Travelers with a Little R&R
We designed and built a user-friendly website for Road Ranger, an operator of travel centers throughout the Midwest and Southwest, that would effectively communicate its fresh brand to a diverse group of target audiences.
Rest and Refreshment, front and center.
Road Ranger’s requirements for their new website were simple. First, the site needed to be intuitive for users — from moms on the go to long-haul truckers — so they could easily locate the travel center closest to them, access current fuel prices, participate in the Road Ranger rewards program, and more. Additionally, site content needed to be easy for Road Ranger administrators to update so they could promote special offers and recruit prospective employees. Most importantly, the site needed to highlight a crucial Road Ranger value prop: their fresh, on-the-go food choices. We developed not only a website but a refined brand message to go along with it: A little R&R goes a long way.
Trekk undertook an in-depth discovery process that involved defining Road Ranger’s target buyer personas, conducting an extensive competitive analysis, and understanding the design preferences of the key stakeholders. Focusing on providing maximum utility to every Road Ranger customer, Trekk designed and built a website that vastly improves the user experience.
On-the-go customers require mobile optimization.
The easy-to-navigate new website communicates Road Ranger’s superior customer service and care for its customers and employees, and its powerful Drupal backend makes updates and future development easy for administrators, too. Most importantly, it was designed for mobile in order to meet Road Ranger customers where they’re at: on the go!
We translated Road Ranger’s new brand and messaging into an award-winning website, receiving three awards to date:
- Vega Digital Award: Website — Transportation
- AVA Digital Award: B2C Website Redesign
- Gold Hermes Creative Award: Website Redesign
