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A journey to a stronger brand identity

The situation

Hull Lift Truck, a material handling solutions provider, approached everything they did with one goal: to win. In order to reach this goal, they needed to retain their customers, their employees, and their vendors with a brand refresh that connected to their audiences.

The solution

Hull Lift Truck needed strategic direction that included clarifying their unique B2B marketing 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.”

The success

Brand development Drives a new era of excellence

The rebranding efforts gave Hull Lift Truck a renewed sense of identity and alignment for future B2B content marketing. Their refreshed brand design resonated well with their buyer personas, and the updated logos and messages fostered a stronger connection with stakeholders. Hull Lift Truck’s journey toward winning was defined by an enhanced brand presence and a clearer narrative that honored their legacy while embracing the future.

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