April 5, 2024
Read the full article here: Inbound Logistics | January 2024
The history behind two decades of innovation and adaptability, and the strategy that shaped OpenRoad’s visionary brand refresh
While OpenRoad wasn’t formed until 2004, their story actually begins 3 years earlier in the small, Pacific Northwest farming community of Dallas, Oregon. In 2001, Mark Weisensee was first introduced to logistics by a friend in the industry. Although Mark had built a successful career in construction, sensing an opportunity, and fueled by a passion for entrepreneurship, Mark began a 3-year period of obsessive research into the industry. This ultimately led him and his wife Liz to invest their entire $6,000 savings to create their fledgling truckload transportation brokerage. True to character, Mark and Liz believed in setting a new standard for excellence not only in global logistics but also in authentic care for people. They were determined to build their company on the foundation of trust, integrity, and financial strength.
The next 20 years saw OpenRoad undergo a transformation. Many talented professionals joined the team and the company added LTL and Intermodal to their lineup of modal offerings. In 2018, OpenRoad began laying the groundwork for a team-based operational model that would someday 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.
Shortly before the covid pandemic hit in 2019, OpenRoad began building out their Global Forwarding division, rounding out 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, they continued their investments in cutting-edge technology. They partnered with the industry’s leading tech providers to upgrade each of 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 outside funding to prop up the business. Coupled with their laser-focus on investing in opportunities that drive results, OpenRoad is in the strongest financial position today that they’ve ever been in.
Mark and Liz’s commitment to “get better every day” has been a driving force behind the growth that OpenRoad has experienced in the last two decades. 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 incredible growth and expanded services worldwide, the company has recently unveiled its redesigned logo and new name. From OpenRoad Transportation to OpenRoad Global, their new name not only speaks to their strong position in the industry, but it signals the exciting and bright future before them. 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 which will carry the company forward as they meet the challenges and opportunities that the future will bring. And most importantly, OpenRoad will continue to evolve in order 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.
About OpenRoad
Since 2004, OpenRoad has been empowering companies to achieve more through innovative supply chain solutions and a relentless commitment to top level service in every area. With a full suite of logistics services and the industry’s most advanced technological tools, we partner with shippers to strengthen their supply chains, enabling them to operate more efficiently, manage their transportation spend, and ultimately serve their customers better.
Media Contact
503-687-2797
marketing@openroad.inc
