A New Definition of “Winning”

Defining and refreshing Hull Lift Truck

Hull Lift Truck, a material handling solutions provider, had a unique way of looking at their company’s success: winning. They aspired to win by retaining their customers, their employees, and their vendors. How would they be able to win? They needed strategic direction that included clarifying their unique story, rebranding their corporate message, and refreshing their logos to keep the family owned feel while still modernizing its style. Pathfinders developed a series of tone boards and logo concepts to help nail down what Hull was looking for to truly win and exemplify their dedication to “Quality People, Products and Services since 1962.”


Archetypal Branding


Creative Asset Design

Creative Umbrella Development

Digital Product Design

Digital Strategy

Marcom Planning



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