Lift Truck Technologies
the hook: DEVELOP a rebrand & repositioning strategy for yale lift truck technologies.
To enhance the Yale brand with communication elements that visually represent their industry leading reputation and overall competitive strategy.
Yale positions itself as a challenger brand in the lift truck space. They are intently focused on disruption. Setting a new standard for the future of the industry.
They pride themselves on:
• Smart Design
• Rapid Innovation
• Technological Advancement
BOLD
STRONG
INNOVATIVE
BOLD STRONG INNOVATIVE
Conceptual
An Exploration:
“Drawing Board” Drafts
Our team started with an exploration of various shape combinations. The majority of our ideas were based on the following common themes:
•The letter “Y”
•Recognizable Lift Truck Elements
•Technology & Innovation
•Industry Advancement
We combined these themes into several draft ideas.
SOLUTION
