In May 2017, three multi-generational, Midwest truck dealerships – Cerni Motor Sales, O’Halloran International and Uhl Truck Sales – came together to officially form the TriVista Company. Each company is a long-time dealer of International® Trucks, Navistar’s flagship brand. They will continue to offer International’s complete vocational, medium-duty and over-the-road truck product lines. They also perform maintenance services for International Buses, leasing products from Idealease Inc. and other complementary products and services.


Our Role

TriVista, a brand-new company with a brand-new brand, was formed when three Midwestern truck dealers merged into a larger company. The resulting company needed a new brand that could tie the nine individual local locations across Iowa, Indiana, Kentucky and Ohio together with a single identity and story so that it could easily communicate the changes to employees, suppliers and customers.


Lessing-Flynn was hired to help create and launch the new brand. We started by interviewing each of the owner groups and developing a single story that would explain the benefits of the new company. We then developed a company name, logo design and corporate identity that would allow the companies to maintain their local, individualized identities, but still bring all of the locations under one consistent corporate brand that could eventually transition into the primary brand. PR strategies, internal communications plans, sales collateral and digital marketing are also in the works as we help promote the new brand.


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