The Goal

We were tasked with rebranding Toyota®’s material handling division, including revamping their sales collateral, product support and even brand guidelines. No easy task, considering the variety of classes and functionality in the Toyota line-up. We chose a clean, functional design and confident tone that better aligned the material handling division with the premium position of the Toyota brand. We also focused on Toyota’s heritage, reputation and manufacturing philosophy, as well as their employees who helped them achieve and maintain their leadership position.

Life Behind the Forklifts

We knew from the start that the brand book needed to feature Toyota’s greatest assets: its people. So we spent some time at the Toyota Industrial Equipment factory and headquarters in Columbus, Indiana, photographing and hearing the stories of employees so we could have the brand book convey what sets the brand — and its forklifts — apart.

A Reminder of Better

Class brochures offered a bold, clean look that provided dealers and customers the opportunity to get reacquainted with the world’s number one material handling brand to inspire confidence in each dealer’s sales process and the customer’s choice to buy Toyota.

Building the Library

Marketing and specification materials were created for more than 30 forklift products during our initial rebrand, with a library of layouts, templates and tutorials generated to accommodate for product updates and line growth.