A Picture Spells a Thousand Words…..Why Total Transportation and Westset Logistics invested in a branding exercise.

Although operating under two brands and value propositions, Total Transportation (Total) and Westset Logistics (Westset) operate under one ownership.  Both companies offer a serviced based solution in Southern California. Total is Southern California focused in general freight delivery and logistics and Westset has a USA and International focus with a Class A 3PL and distribution facility.

Human capital and investment has been at the core of managements effort in 2013 and 2014 and together with external branding, human resource professionals and new logos on the signage and stationary, the birth of the core company values were founded in 2014: Integrity, Safety, Teamwork and Dependability.

“These Company Values were officially rolled out in February and we held a poster design competition to really get the whole company involved in embracing what my father had initially started over a decade ago” says Guy Dominguez, President of both companies. Key to this is for every new and existing stakeholder within the business to embrace and live the values in association with Total and Westset as premium service brands in Southern California.

To ensure these values were ingrained into everyday thinking and actions, the company offered attractive prizes for the top four winning posters.  The judgment criteria for the winning designs hung on the pictorial, artistic flair in revealing the core company values. To really celebrate and promote a united and enthusiastic team, the company put on an event to wrap up the exciting rebranding rollout where the winning posters were unveiled. The event not only included Westset and Total but also company partners and other various stakeholders.  Taking advantage of the Southern California weather a barbeque was hosted in Brea CA.  The barbequed food was Mexican themed accompanied by a chili fruit and a shaved ice station as well as a large bouncy castle and face painting to entertain the children. Approximately 400 people attended the event, families of immediate employees.

In an exercise of brand and value proposition promotion, the posters were all on display for viewing and finally the winners were announced.  The first prize (the poster above) of $1000 went to Frank Guzman, Warehouse Supervisor at La Mirada.  Carlos Garcia, Warehouse Lead at La Mirada took the runner up spot with a cool $500 cash.  In third place, La Mirada Warehouse worker Vincent Ponce collected $200 and to fourth placer Henry Valdez, La Mirada Warehouse Receiving Lead, two tickets to an event at the Staples center were awarded.

By holding this branding and value competition and hosting the barbeque we believe we truly instilled these core values of Integrity, Safety, Teamwork and Dependability into all of our employees.  The reinforcement of these values throughout the company gives every stakeholder in the business augmented confidence in first class service.

An art gallery for all posters submitted will be created at the La Mirada head office and in the later part of the year in the Mira Loma facility. “We would like to thank the judges for the poster competition, Guy Dominguez, President of Total and Westset, Linda Duffy, CEO of Ethos Human Capital and Hema Dey, CEO Iffel International Inc” says Tammy Stagner, Director of Human Resources at Total Transportation and Distribution.

Westset Logistics is a Southern California 3PL