Saia LTL Freight, a national logistics carrier with over 95 years of history, was undergoing a major brand transformation. While external marketing efforts helped position Saia as a coast-to-coast carrier, internally there was a growing need to build stronger connection and communication across its 10,000+ employees—many of whom worked in terminals spread across the country.
The goal? Create a consistent, meaningful channel that would spotlight employee stories, share company-wide updates, and unify the Saia workforce under one internal voice.
Solution
Working as part of the DEFINITION 6 team, I helped lead the development, content planning, and project management of Amplify—Saia’s first-ever internal employee magazine. This quarterly publication was designed to reflect the values of the “Saia Family,” celebrate achievements, and keep teams informed on everything from new benefit programs to safety milestones. Amplify quickly became more than just an update—it was a storytelling platform. Each issue included:
- Employee Spotlights from terminals across the country
- Terminal Achievements celebrating performance and culture
- Company-Wide Updates on benefits, policies, and initiatives
- Leadership Messages that reinforced Saia’s values and strategic direction
As the day-to-day lead on the project, I coordinated directly with internal stakeholders at Saia and the creative team at DEFINITION 6 to manage timelines, approvals, and deliverables. I ensured that each issue was delivered on time, every quarter, and maintained editorial consistency and visual alignment with the broader brand.
The Impact
Amplify became a key channel for building community within a dispersed workforce. By giving employees a platform to be recognized and informed, the publication strengthened engagement, trust, and alignment across terminals. It helped reinforce a sense of pride and belonging—and became a cornerstone of Saia’s internal communications strategy.
From driver recognition stories to terminal anniversaries and corporate updates, Amplify proved that telling great stories internally is just as powerful as the campaigns customers see externally.