Tankstar USA

The trucking company that built America

Reliable and experienced tank drivers are hard to find these days. Tankstar USA, the family-owned tank truck company headquartered in Milwaukee, knows this all too well. When times got tough, they called on Savage to help formulate a strategy for their brand, which included telling their story on a recruitment-based website. And just like any good project, it started with a refreshed logo and a modernized brand architecture.


  • Brand Architecture
  • Brand Identity
  • Campaigns
  • Social Strategy
  • Video
  • Website

The Client: Tankstar USA

Since 1913, Tankstar USA has been revolutionizing the transportation of liquid and dry bulk commodities—and they’re still going strong. As a fourth-generation tank trucking company with 40 terminals across the country, Tankstar USA honors the hardworking nature of the American spirit. 

The Challenge

It’s so trucking hard to find tank drivers!

Tankstar USA is fueled by family values. They recognize that the root of every success and every opportunity isn’t just in their trucks—it’s the hardworking men and women who drive them. The problem? Not enough people know about Tankstar, let alone their genuine commitment to employees’ safety, integrity, and time at home. All they needed to do was spread the word.

The Strategy

Shaking Hands with the Drivers

No one can tell the tank trucker story quite like the drivers themselves. Tankstar USA sent us to their terminals in Florida, Georgia, Texas, and Pennsylvania to capture the everyday life of their drivers—both on and off the road.

With a company as good as Tankstar USA, it wasn’t hard to get footage of drivers confessing their love for the job. Between their appreciation of stability, flexibility, and independence, the drivers spoke from the heart. 

We figured that hearing the benefits first-hand from drivers was the best way to attract like-minded people to the job. So we did just that. We got to know the drivers and what made them tick. Hauling our cameras, we spent days on the road and evenings with the drivers’ families. Finally, we compiled a collection of photos, videos, and quotes from our four trips and laid it all out on the new site.


The Result

Attracting the Tanker Yankers

Tank drivers take pride in what they do. Between their newly branded website and social strategy aimed toward prospective drivers, Tankstar USA’s site traffic is off the charts.

While there are a lot of opposing forces in the niche industry of tank trucking, we created a beautiful brand that exudes hard work and dedication. We’re so glad that Tankstar USA is now getting the recognition they deserve.

Buckle up! New Tanker Yankers are hitting the road!