Built for the long haul.

Greenbush Logistics is a fast-growing, family-owned freight management company operating an asset-based fleet and partner carrier network across 48 states. It is the sister company of Great Southern Wood Preserving, maker of the YellaWood brand and one of the largest producers of pressure-treated pine in the country, and the freight operation grew out of the just-in-time demands of that business.

In 2025, as the company entered a high-growth moment, GLI partnered with IfThen to reposition it through sharper messaging, simpler audience journeys, and a more professional digital experience. IfThen redesigned and rebuilt the site on its WordPress Prime platform around three audience-specific pathways for shippers, carriers, and recruits, and art directed a documentary-style photography and video system that distinguishes Greenbush Logistics in a freight category dominated by cold, technical imagery. The result is a warm, modern site that pairs operational scale with a people-first story, built to serve every audience with equal clarity.

GLI had outgrown a website that no longer reflected its scale, its three distinct audiences, or the family-first culture behind one of the lowest turnover rates in the industry. With an asset-based flatbed fleet covering 48 states, a network of partner carriers, and 19 strategic terminal locations, Greenbush Logistics needed a site that matched the company it had become. The previous experience treated shippers, carriers, and recruits as barely differentiated audiences. Calls-to-action were inconsistent, mobile experience was thin, and there was little real storytelling about GLI's people, assets, or operational excellence. And the visual design and assets did not live up to a top-tier company with high-growth expectations. As the company grew, the gap between the business it was becoming and the website representing it kept widening.

1. Discovery & Alignment

We began with stakeholder interviews, SEO analysis, and competitive benchmarking to define what each audience (shipper, carrier, recruit) needs to accomplish quickly and confidently. Each pathway carried different success criteria, and the discovery phase made those differences explicit before any design work began. 

2. Information Architecture & Audience Pathways

We simplified navigation into three purpose-built journeys: Ship with Us, Carry with Us, and Careers. Each path leads with concise, scannable content and always-present, audience-specific CTAs. A shipper can request a quote from anywhere on the site. A carrier can apply to the load board or enroll in the Greenbush Elite program without hunting for it. A recruit can move from a video testimonial to an open requisition in two clicks. 

3. Visual & Interaction Design

We designed a modern system that conveys the core traits of GLI's operation: simplicity, speed, and precision. Geometric typography expresses technical excellence and reliability. Subtle motion echoes the rhythm of fleet logistics without slowing down the experience. A unified iconography and color system anchors the brand across every audience pathway. 

4. Technical Build

The site was built on WordPress and WP Engine using IfThen's proprietary WordPress Prime platform: a modular, component-based architecture that lets GLI's marketing team add new pages, services, and locations without engineering support. The build was designed for scale, with cross-browser QA, mobile-first performance, and accessibility-minded development throughout. 

5. Content & Storytelling

A significant part of the work was expanding GLI's story. New customer, carrier, and employee video testimonials illustrate the company's commitment to service, safety, and stable, long-vision hiring. The Careers section makes the case for GLI's family-first culture in tangible terms, including operational decisions like day cabs that let drivers sleep at home each night. 

We also provided art direction for a new photography and video system grounded in a documentary-inspired visual language. Soft daylight, ambient warehouse glow, and warm sunrise tones replace the cooler, hyper-technical imagery common in the freight category. The result is honest, confident, and human. Trucks and warehouses become the backbone of a working operation rather than abstract industrial scenery.

A modern digital foundation that scales with GLI's growth and positions the company alongside larger competitors, while keeping its family-first character front and center. 

• Three audience-specific pathways (Ship, Carry, Careers) that make it immediately clear what each visitor can do on the site, and how to take the next step.
• A scalable WordPress Prime build that lets GLI's marketing team publish new content, locations, and services without engineering support.
• A documentary-style photo and video system that gives GLI a distinctive visual identity in a category dominated by cold, hyper-technical imagery.
• A modernized recruiting funnel that bridges the marketing site to GLI's careers experience across drivers, operations & sales, and maintenance.