100th ANNIVERSARY // #SAIA100

Mobile Museum

A century of trucking history on wheels, bringing Saia to life through a traveling brand experience.

Project Overview

To celebrate the company’s centennial anniversary, Saia LTL Freight partnered with our team to create a national, experiential campaign that honored its legacy while fueling future momentum. The centerpiece was two custom-built mobile museums designed to travel directly to Saia terminals and major industry events across North America. More than a tribute to the past, the experience was built as a strategic platform to unite employees, engage local communities, support recruitment efforts, and reinforce Saia’s position as a forward-looking industry leader. By taking the brand on the road, the centennial became an immersive, face-to-face activation that connected history, culture, and the future in one cohesive experience.

CHALLENGE

Saia’s 100-year milestone required more than a commemorative campaign. With a vast network of terminals across North America, the brand needed a way to unite employees, engage families and local communities, support recruitment efforts, and reinforce industry leadership all at once. The experience had to honor a century of history while maintaining its mission dedicated to people, purpose, and performance. It also needed to function as a scalable, mobile solution that could travel seamlessly from terminal to terminal and activate at major industry events without losing impact or brand consistency.

DELIVERABLES
Commemorative Logo | Experiential Mobile Exhibit | Truck Wrap
DESIGNERS

Kristen Boban & Yi Jun Jiang

MY ROLE

Senior Art Director

Category

EXTERIOR

INTERIOR

APPROACH

We designed and produced two fully immersive traveling museums with branded trailers engineered to function as compact, modular exhibition spaces.

Inside, visitors experienced:

  • A narrative timeline highlighting Saia’s evolution from 1924 to today

  • Archival artifacts and storytelling installations

  • Interactive displays focused on innovation and growth

  • A driving simulator introducing the future of trucking

  • Recruitment messaging seamlessly integrated throughout

I contributed to the environmental graphics system, spatial storytelling layouts, and interactive touchpoints. Every element had to balance heritage with forward-looking energy while remaining durable, modular, and transport-ready.

OUTCOME

The Saia 100th Anniversary Mobile Museums became a central pillar of the brand’s centennial celebration:

  • 42 states toured, bringing the experience directly to terminals and communities

  • 10,000+ attendees engaged across employees, families, customers, and prospects

  • Strengthened employer branding and recruitment conversations in real time

  • Earned industry recognition, including a TMSA Trailblazer Award and a Bronze Stevie Award for Brand Experience

By taking the brand on the road, Saia didn’t just mark a milestone. It created a unifying, high-impact experience that honored its legacy while accelerating momentum into its next century.

CAMPAIGN REACH

42 states. 10,000+ attendees. One unified brand experience.

COMPANY TIMELINE