The morning commute affords me the time to sit back, relax and take in the scenery. It is also a time to observe, and I, like so many other creatives, am an ardent observer. People watching, watching the waves roll in, the grass grow. But at some point, one jumps in to intercede, interact, sketch, ponder and rearrange the furniture. Looking is not enough.
I have borne witness to NEMF for many years now, crisscrossing the highways and interstates of the U.S., loaded with the mysteries of a small universe. On a bus into New York one morning, I observed their logo and made a note to visit it.
A visit to their website reveals them to be New England Motor Freight, one of a family of transport, logistics and warehousing companies belonging to the Shevell Group of Elizabeth, New Jersey. While their family branding is not off the mark, it could take fuller advantage of the strength of the whole, with attention paid to a more unified and contemporary feel.
Many companies suffer through growing pains, introducing a larger range of services into the fold and often acquiring other companies to fill the gaps. It is often enough of a task to keep the engines running and everything moving forward. But when the dust settles, it is also good to look back, count your strengths and weaknesses, and readapt the whole to reflect on where you are in the here and now.
