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