Challenge
Capture 50 years of growth without losing the heart
Bennett began with one woman and a single truck.
When her husband unexpectedly died in 1974, Marcia Taylor was left with the business but no clear plan for this unlooked-for future. But with the help of family, loyal workers, and her faith in God, she parlayed that tenuous start into one of the most respected transportation and logistics companies in the world.
But the company’s story wasn’t just about smart moves and successful scaling. It was about people and values in action.
By the time the Bennett Family of Companies reached its 50th anniversary, the leadership team knew they needed more than a timeline or an annual report.
They wanted to honour Marcia’s journey. They wanted to showcase the employees, drivers, and partners who helped make it possible. And they wanted to articulate the values — faith, family, and integrity — that had guided every decision since day one.
The goal was to create a book that would celebrate not just the past, but the culture that would carry Bennett forward.
Solution
A book that felt like the company itself
Echo worked closely with the Bennett team to capture the company’s unique voice and story.
We interviewed people from every part of the business, from leadership to logistics coordinators to long-time drivers. Their stories were filled with grit, gratitude, and deep loyalty.
To shape the book, we created a chaptered structure that echoed the company’s growth trajectory. Each section wove together key milestones, profiles of remarkable employees and drivers, and reflections on the company’s core beliefs.
The design of the book was carefully considered:
- A bold trim size and sturdy cover mirrored the strength of the brand
- Typography choices balanced professionalism with warmth
- Pull quotes and photo spreads created breathing room for key messages to land
The visual language reinforced the emotional tone: proud, grounded, and fiercely ambitious.
Result
A book that moved its readers
When the book was delivered, the response from the Bennett team was immediate and heartfelt.
They loved it.
They saw themselves in it. They saw their history reflected with care, honesty, and pride. They saw a concrete statement of who they are that they could use to build trust faster with acquisition targets and recruit the best and most ambitious people in their fields.
In a note to our team, one of Bennett’s VPs wrote: “Opening the book for the first time was my most memorable moment of 2024.” Katlyn Foulks, culture ambassador (and Marcia’s granddaughter), wrote: Out of all my years at Bennett, this might be one of the happiest days at the office.”
It wasn’t just a celebration of five decades of business. It was a message to future generations: this is who we are, and this is how we lead.
One more cool thing...
Gratitude that came back our way
After the book’s launch, the Echo team received not one but multiple thank-you notes from the Bennett family and executive team.
They shared a photo of Marcia tearfully reading the book. They shared a video distributing 3,000 copies to VIPs and community partners at their 50th anniversary symposium weekend. They folded the story of the book into their anniversary website.
They made the storytelling process feel like a true partnership, one built on mutual respect and shared values.
For us, that feedback wasn’t just a compliment. It was proof that the story had landed.
And that’s the best outcome we can ask for.
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