Zhenya Beck and Eric Beckwitt, Co-Founders of Freightera, shared the story behind their brand and their best advice on branding, naming and domain names.
What is the story behind Freightera?
Freightera is the first lower emission freight marketplace in North America. We make freight transportation easier for shippers and greener for the environment.
We are a mission-driven company. Freight is one of the largest sources of greenhouse gas emissions and air pollution. We experienced it firsthand when our son developed life-threatening asthma in Northern California, where the air was highly polluted with ground-level ozone. We moved our family to Vancouver, Canada, for better air.
When did you start thinking about your brand name and how did you settle on Freightera?
I previously ran a web development company with my husband Eric Beckwitt, Freightera Co-Founder and CEO. We helped many customers with the design, development, brand, and marketing of new companies. We love to travel, and while our kids were small, we took the whole family abroad, camping, and on many great road trips to national parks and scenic places in Canada and the United States. It was the best education and quality time together. We found that trips were the best for generating the most creative ideas, and the name Freightera was born on a road trip from Vancouver to California. We wanted a name that had “freight” in it. We brainstormed together, asked friends and family for input and feedback on some of the other names we considered. The Freight-Terra word combination came up and it felt right. We simplified it for easier spelling to Freightera.
What was the reason to get the domain name Freightera.com for your brand?
It communicates what we do. It has “freight” at the root of it. You can also think of it as a feminine version of “freighter” – a freight shipping vessel. You can also hear “terra”, Latin for Earth, and “era” – a long, distinct period in history, an epoch. These are positive, strong associations.