One of my first international rebranding projects was for the Hyster lift truck brand. Hyster started being used in the logging industry and is over 80 years old. It was known for being tough and somewhere along the way that was watered down. We took the Hyster lift truck brand back to its roots with a bold new campaign featuring real worker portraits, a bold pop of red to stand out with their yellow and metal textures.
Working on this brand has included everything from directing photo shoots to large experiential design projects like this one in Charlotte, NC. Part of the challenge was to continue the newly created look/ feel of Hyster and also include the other lift truck brand owned by Nacco Material Handing Group, Yale. While they had different brand personalities/ markets, color schemes and stories, the core was the same, they were durable equipment that was purpose built to move product and scale business. Whether that product was on a warehouse shelf, at a port or on dirt in the middle of nowhere.
The task essentially was to take an empty warehousing space and create an experience that would capture the brands heritage, walk customers through their innovation, displaying patents and technology displays, oh and complete with hologram to have the president give a message. Really exciting project to work on and see come to life, being a part from the beginning, before the electrical, drywall and displays were started. Concepting an experience from the ground up and storytelling in an area that was unused prior became a really rewarding project.
Art directed while at Jackson Marketing.
