U.S. Xpress

Multi-Brand Freight Carrier & Enterprise Software Solutions 


Making goods move better. Every day.

Ever had to ship goods and thought there must be a better way? As a leading truckload carrier, reliable delivery isn’t just our job it’s our life. And that’s just the start.
Role

Creative Director


Dates

11/2021-08/2022


Multi-Department Oversight

Creative Services (design & copy), Brand, Social Media, & QC


 Jump to Project Spotlight...

Focus Areas

U.S. Xpress Rebrand & Website Redesign

Goals

Goal 1: Execute a comprehensive rebrand, including new brand messaging, copywriting strategy, visual identity, and the development of a cohesive family of brands narrative and master messaging framework.


Goal 2:  Rebuild the corporate website—front and backend—redesigning and rewriting it to reposition U.S. Xpress from an antiquated trucking company to a leader in autonomous trucking and AI-driven logistics.

Scope

Directed and led the strategy and execution of U.S. Xpress’s rebrand, redefining its visual identity, differentiators, brand values, positioning, and value proposition. Developed a family of brands story and master messaging framework to unify sub-brands and ensure consistency across all touchpoints. Following the rebrand, oversaw the strategy and execution of the corporate website rebuild, ensuring alignment with the new brand.

Challenge, Approach, & Results

Request access or use the password provided to...

Variant Ambassador Program & Retention Campaign

Goals

Goal 1: Develop and implement a tiered ambassador program using an MLM-style compensation structure to improve driver retention.


Goal 2: Drive brand advocacy and recruitment by incentivizing ambassadors to recruit new drivers while encouraging retention to maximize their compensation potential.

Scope

Acted as a key stakeholder in developing the ambassador program structure and branding. Directed and led the creative strategy for a contest and rewards campaign designed to increase engagement, retention, and recruitment. Ensured that contest mechanics, messaging, and incentives fostered strong brand advocacy, motivating ambassadors to actively recruit new drivers while retaining existing ones to maximize their compensation plan payouts.

Challenge, Approach, & Results

Request access or use the password provided to...

U.S. Xpress Customer Summit

Goal

Execute the company’s first in-person, three-day sales event since the start of the pandemic, focused on logistics market dynamics and positioning U.S. Xpress as a thought leader in autonomous trucking and AI-driven logistics.

Scope

Directed and led the development of the event branding. Managed third-party vendors and served as the key contact for the AV company and venue, overseeing stage design and lighting. Led the creative direction and production of custom event collateral, including invitations, the event landing page, strategic communications, signage, customer gifts, event swag, keynote presentations, and multi-media assets for screen design and video mapping.

Challenge, Approach, & Results

Request access or use the password provided to...

Jump to next organization...

What They Say

Don't just take it from me—here's what some incredibly talented people have to say about working with me. You can also view these recommendations on LinkedIn.

Emily (Thomson) Eskew, Senior Communications Consultant

Becky brought me on at Wilson Language Training as a copywriter. From my first interaction with her, she impressed me with her team management style and ability to navigate complex internal politics and competing priorities with grace and discretion. She is a pleasure to work with and not only has a positive disposition in all circumstances, but also is willing to jump in when needed and do whatever is needed to get the job done. I appreciate her leadership style immensely. Basically, Becky is amazing!



Alex Green, SVP of Customer Experience

I had the privilege of working with Becky to build out the first Marketing team at Wilson. Becky was the chief architect and creative direction behind an incredibly successful rebrand, which helped launch Wilson into the next phase of its growth and brand identity. From day one, Becky showed up as the kind of leader who inspired significant followership (as evidenced by how many former colleagues were banging down the door to work with her again) and always showed up with a positive outlook, even despite needing to navigate an organization in the midst of constant change. I loved working with Becky and would do so again in a heart beat!

Justin Liszanckie, Head of Accounts

I’ve been honored to work with Becky across three different companies since 2019, and she’s been an exceptional client and collaborator every step of the way. Whether tackling large-scale marketing initiatives or refining creative strategies, she always brings fierce clarity of vision, thoughtful feedback, and unrelenting positive energy to every project. Her ability to balance high-level strategy with practical execution across all things marketing and creative make her an exceptionally effective manager that drives results.


It’s not often I find people who are as thoughtful, honest, transparent, responsive, and supportive as Becky is, and she has all of these qualities in spades just by herself! She’s not just a client; she’s a true partner in every sense. What stands out most, though, is simply who Becky is as a person. She’s warm, genuine, funny, and an absolute pleasure to work with. Anyone fortunate enough to have her on their team — as a client, partner, or colleague — is in very good hands.


I’m extremely grateful to have had the chance to work with her and can’t recommend her highly enough; I can’t wait for our next collaborative opportunity together!

Lindsay Killian, Production Director & Corporate Communications Specialist

I had the pleasure of working with Becky Loring for several years, and I can confidently say she is an exceptional colleague, boss, and company leader. Becky is straightforward, communicative, and highly knowledgeable in the creative field and in corporate branding. Her ability to lead teams with clarity, focus, and empathy is truly impressive.


I’ve learned so much under her leadership—her strategic vision, keen insights, creative operations expertise, and innovative approach to problem-solving are just a few of the reasons she stands out. She knows how to bring out the best in people, and I would absolutely work with or for her again in the future.


Becky is an asset to any organization, and anyone who has the opportunity to work alongside her is fortunate.

Adriana Moreira, Sr. Graphic Designer

I’ve had the privilege of working with Becky at two different companies over the past 15 years, and each experience has been exceptional. Most recently, I worked directly under her leadership—a truly rewarding opportunity. Becky is an outstanding leader who cultivated a creative, enjoyable, and supportive environment while remaining highly practical and efficient. She consistently advocated for the best for our team and maintained an excellent balance between work and personal life. I gained invaluable insights from her during this time, and her ability to inspire and guide reflects her remarkable leadership skills. I wholeheartedly recommend Becky to any team or organization fortunate enough to work with her!

Brooke Nadeau, Marketing PMO Manager

Working with Becky was an absolute privilege. She knows brand, creative, and marketing inside and out, but what really sets her apart is her leadership. She has a way of building and growing teams that makes people want to do their best.


As I was starting out in my marketing career, Becky set a great example of what leadership looks like and played a key role in helping me grow both my knowledge and experience. She led with empathy, gave thoughtful guidance, and created an environment where people felt both supported and challenged. During our time working together, she drove a successful brand refresh, helped grow engagement, improved internal processes, and expanded the team’s marketing capabilities—all while making sure we enjoyed the work along the way.


I feel lucky to have worked with Becky, and I know anyone who gets the chance to work with her will feel the same.

Valorie Witchey, Sr. Graphic Designer

I have had the privilege of working with Becky for many years on multiple projects, and she is truly one of the most talented leaders I’ve had the pleasure of working with. Her ability to consistently deliver excellence, approach challenges with innovation, and lead with genuine compassion sets her apart. She not only elevates every project she takes on but also inspires and empowers those around her. Anyone who has the opportunity to work with her will quickly see the remarkable impact she brings to a team.

Emily (Thomson) Eskew, Senior Communications Consultant

Becky brought me on at Wilson Language Training as a copywriter. From my first interaction with her, she impressed me with her team management style and ability to navigate complex internal politics and competing priorities with grace and discretion. She is a pleasure to work with and not only has a positive disposition in all circumstances, but also is willing to jump in when needed and do whatever is needed to get the job done. I appreciate her leadership style immensely. Basically, Becky is amazing!



Alex Green, SVP of Customer Experience

I had the privilege of working with Becky to build out the first Marketing team at Wilson. Becky was the chief architect and creative direction behind an incredibly successful rebrand, which helped launch Wilson into the next phase of its growth and brand identity. From day one, Becky showed up as the kind of leader who inspired significant followership (as evidenced by how many former colleagues were banging down the door to work with her again) and always showed up with a positive outlook, even despite needing to navigate an organization in the midst of constant change. I loved working with Becky and would do so again in a heart beat!

What They Say When

I'm Not Around

Direct quotes from my 2024 performance survey, collected by leadership and presented to me anonymously from team members, peers, and executive leadership.

"As a leader Becky is empowering, transparent, dedicated, and genuinely cares for the company and the team's success and well-being. She is an invaluable leader to our collective growth and achievement." 

"Becky is an excellent leader who has positively influenced me and the entire team. Her leadership skills have created a collaborative and productive work environment. She encourages our team to try different methods, both inside and outside the company, helping us find the best ways to do things, whether it's refining processes, using new tools, or testing different ways to communicate with our audience."

"Becky's honest leadership has contributed positively to the team. Her direct communication means she tackles issues right away which promotes constant improvement and builds trust in the team."

"I appreciate and respect Becky's drive to get the work done but what's even more important is how she truly cares about every member of the team. She's set up ways for us to connect and share appreciation with each other. She challenges us but also doesn't want the team too overwhelmed." 

"Becky is an awesome team leader and even in tough situations, she brings a positive outlook and attitude that is contagious throughout the team." 

"Becky is thoughtful and creative in finding ways to address concerns or obstacles. I've really enjoy working with Becky!"

Say Hello!

Please fill out the form, or reach out directly via LinkedIn or email me at rebeccalynnloring@gmail.com

Contact Us