Big Tex Trailers has been the fastest-growing manufacturer of professional-grade trailers in North America for more than a decade. But its legacy branding was punching well below its weight. Acquisitions, production growth and distribution expansion made Big Tex a truly nationwide brand, but its branding told a regional, unsophisticated story.

Dino Publishing dug deep into the meaning of the brand for its most-important customers and stakeholders, developed a brand and messaging hierarchy and translated that into a compelling narrative and design vocabulary that accurately reflected the strength and ambitions of the company. New advertising and collateral shared this story broadly. This work modernized the face and language of Big Tex, fueling ever-greater market share, dealer recruitment/retention, and growing margins.