OpenRoad’s Bold Brand Refresh Marks 20 Years of Logistics Excellence
Since 2004, OpenRoad has been empowering companies to achieve more. Here’s the history behind two decades of innovation and adaptability, and the strategy that shapes OpenRoad’s visionary brand refresh.
WHO: OpenRoad | WHAT: Celebrating Its 20th Anniversary and Entering a New Era
OpenRoad’s story begins in the small, Pacific Northwest farming community of Dallas, Oregon. Mark Weisensee was first introduced to logistics by a friend in the industry, and although he had built a successful career in construction, he sensed an opportunity. Fueled by a passion for entrepreneurship, Mark and his wife Liz gathered their entire $6,000 savings and recruited two industry friends to create a small truckload brokerage.
Over the next 20 years, OpenRoad transformed. Many talented professionals joined the team, and they quickly expanded to include LTL and Intermodal. In 2018, OpenRoad initiated a team-based operational model that would enable the company to grow at scale. Specialized carrier reps, sales reps, and operations reps began working together to service customers, augmenting the strong foundation of cradle-to-grave freight brokers and agents on OpenRoad’s team.
In 2019, OpenRoad expanded further, establishing a Global Forwarding division and completing their comprehensive suite of services. Their added capabilities in air, ocean, and in-house customs brokerage enabled OpenRoad to serve any customer, anywhere in the world.
As the company grew, OpenRoad prioritized investments in cutting-edge technology, partnering with industry-leading tech providers to upgrade their platforms including everything from their TMS to their human capital management system. With financial responsibility a top priority, the company has remained committed to avoiding external funding to support the business. Coupled with their laser focus on pursuing opportunities that drive results, OpenRoad stands in its strongest financial position today.
Mark and Liz’s commitment to “get better every day” has fueled OpenRoad’s growth. With their people their first concern, they prioritized initiatives that supported their employees and the award-winning culture OpenRoad is becoming well known for.
And while the substance of the company has remained unchanged, the last 20 years have produced a nearly unrecognizable OpenRoad from the humble company that started in 2004. To reflect their remarkable growth and expanded services worldwide, the company recently unveiled its refreshed logo and new name—OpenRoad Global. Their modernized look communicates their service scope, confidence, and proficiency, while also honoring their rich history of service, entrepreneurship, and grit.
As OpenRoad faces the next 20 years, the company is prepared to meet the market with renewed energy. Their solid infrastructure will underpin their ability to serve any customer, with the new name and look accurately reflecting the heart of their mission—to empower global business through personal and modern logistics services. OpenRoad’s core values of helping others succeed, working with a sense of urgency, and following through on all commitments are the immovable pillars that will carry the company forward. And most importantly, OpenRoad will continue to evolve to meet the needs of their people and customers, in pursuit of their overarching vision: To inspire excellence through our passion for continuous improvement and unwavering care for people.
