Challenge

When I began working at Hytrol in 2010, the company had very little in the way of consistent branding—let alone a brand strategy or branding guidelines. Labeled as a “stick” provider, the company sought to broaden its reach and reposition itself as a turnkey solution provider in the material handling industry.

Approach

The company needed it all—a cohesive brand identity, a compelling brand strategy, positioning statement, campaign messaging, consistency in corporate communications and a set of guidelines to govern its many supporting elements.

Early on, I developed a set of brand standards to guide current and future branding and marketing efforts. These parameters are still used today—almost a decade later—and serve as the basis upon which every brand element is built.

This document serves to deliver tactical direction for varying levels of branding and marketing initiatives. However, each component was built upon one strategic goal: to activate the Hytrol brand in a unique, consistent and compelling way that resonated with the target audience.