Rebrand Solidifies Watco as the One Source for Complete, Integrated Transportation Services

Last month, Watco was excited to announce the launch of our new brand. In mid-December, Watco Companies became, simply, Watco.

The change reflects a year of conversations with customers and team members, which came about when we started thinking about the fact that there’s no other transportation services company like Watco.

“We’ve gone through an exciting rebranding process to make sure our customers and our team members understand exactly what we do, where we do it, and who we serve. We are one Watco, one company, offering services across an amazing landscape.”

– Dan Smith, Watco CEO

Through the years, when customers asked us to provide services we’d never provided before, we said we would figure it out for them and do it well. We’ve done that over and over, and we’ll always do that for the good of our customers. The only downside was that, as we added new services over time, customers and team members no longer had complete knowledge of everything we do. We realized a rebrand could help solve that problem.

We started talking to customers and team members across the company, to describe Watco from their own points of view. A key takeaway from their input is that we needed to do a better job of letting everybody – inside and outside the company – know that we are one transportation services company, one team – one Watco.

The rebrand doesn’t change Watco’s day-to-day work or the way we serve customers. But we hope it will:

• Give customers and team members greater awareness of everything Watco does,

• Give customers fresh ideas about how to use Watco services, and

• Make it easier for team members to talk about all of Watco’s areas of transportation expertise.

We are the one source customers need for comprehensive and integrated transportation services. We:

• Move products by rail, water, road, and sometimes air;

• Load and unload ships, barges, trucks, and rail cars;

• Store products for customers;

• Repair and maintain rail cars;

• Optimize and execute comprehensive logistics to get products where they need to go, anywhere around the globe; and

• Design transportation facilities and develop real estate opportunities.

As part of the rebrand, we’ve launched a new website, watco.com. The new site is designed so it’s easier for customers, team members and suppliers to discover all the services Watco provides and quickly navigate to the information they need.

Watco.com is organized around our five service areas, illustrating that everything we do is integrated and that Watco is a single-source transportation services company.

Our service areas are:

Transportation

Material Handling and Storage

Repair and Maintenance

Logistics

Design and Development

The rebrand process includes an updated logo, with the word “Companies” removed to reflect our new brand, and a fresh tagline: Discover the Difference.

The tagline communicates the important ways Watco is different:

• In the ways we treat our people, our customers, our partners and our suppliers;

• The breadth of our services;

• The career opportunities we offer;

• The ways we take care of each other and give back to our communities; and

• The exceptional service we provide our customers.

The tagline also is a reminder that safety is at the center of everything Watco does. We are committed to returning team members home at the end of their workdays just as they arrived.

We invite you to Discover the Difference of working with and for Watco by taking a look at a couple of great new tools – our Discover Watco brochure and our Discover Watco video. Both will give you a full picture of who we are and what we do.

Another important change connected to the rebrand is that Watco Supply Chain Services changed its name to Watco Logistics. As one of our core service areas, Logistics offers customers unbiased, third-party logistics expertise that bundles the best solutions for customers without favoring Watco or any other transportation provider over another. Logistics, like all our services, is driven by what’s best for the customer.

Watco solves customer supply chain challenges like nobody else. Our rebrand is an important change that helps us emphasize that message. What will never change are our core commitments. People will always remain our top priority, and safety will remain at the center of everything we do.

In this issue of the Dispatch and in the months ahead, watch for stories and other information about how we’re living out our new One Watco brand with customers and team members and in the communities where we live and work.