As a leader in the transportation industry, Averitt requires its 4,000+ drivers to be in perfect uniform. Every year the company introduces new clothing items, which are presented to the drivers via a custom-printed catalog. This year’s catalog took things a bit further. Instead of professional models we used Averitt drivers and featured their stories in a special section. The idea was so well received that the Averitt marketing team repurposed the stories in social media as well as various internal and external communication pieces.