Yale wanted to go from a small mom-and-pop lift truck company to a major player in the materials handling industry. To do so, they realized they had to do two things: increase awareness of their brand and develop new products. Our first task was updating their logo, design, copy tone and overall branding. To pay homage to their industry, we created a high-end brand ownership manual (much like you would find in a vehicle) that was used for internal and external audiences alike. This guideline documented the new branding and set the stage for the launch of their groundbreaking new product, the Veracitor VX.