Redefining Yale Lift Truck Technologies' global brand positioning

At Gobsmacked®, we're proud of our ability to build industrial brands that stand out and inspire curiosity about technology and innovation. We recently partnered with the Hyster-Yale Group to transform Yale Lift Truck Technologies' brand positioning in Europe and create a new global visual identity. Our involvement proved to be integral to the successful rebranding, as we integrated a new strategy and applied it to the new brand to help Yale stand out from its competitors in the saturated material handling market.

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Yale Lift Truck Technologies faced three major challenges:

- Repositioning their brand in the highly competitive and commercialized European forklift market.

- Development of a cohesive global visual identity that reflects their new positioning and vision.

- Develop a strategy to launch the rebranding of Yale Lift Truck Technologies.

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Research and Strategy

Gobsmacked® has conducted extensive internal and external research, including an analysis of the competitive landscape, to identify opportunities for repositioning Yale in the European market. This information guided the development of a new positioning that focused on Yale's strengths and used creative communication and marketing as differentiators.

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Global visual identity

Gobsmacked® refined the visual identity that Yale's US branch had already begun to develop, reducing it to its essentials and creating a minimal, technology-driven high-end look. We've introduced specific colors such as “Techno Black” and “Non-White”, removed rounded corners and incorporated arrows inspired by the new logo icon. To ensure a coherent implementation, we've created comprehensive brand guidelines with user instructions and creative examples.

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Launch Strategy

To launch the rebranding in Yale's dealer network and internal audience, Gobsmacked® produced an extended film with a presenter explaining the new brand identity and direction. The film included an introductory message from the CEO of the Hyster-Yale Group and a sleek 3D animation revealing the brand new logo. During the recording, additional content was captured, including social clips and footage for advertisements. For the public launch, a shorter version of the film combined the logo reveal animation with the presenter's highlights.

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