Briggs Equipment

Briggs Equipment is the exclusive UK distributor for Yale and Hyster forklift trucks and other materials handling equipment. They offer a range of specialist training, finance and fleet management services and have one of the largest mobile fleets of engineers nationwide.

As a long-standing client, they entrusted us with designing an assortment of dynamic new marketing materials including dual-branded corporate and service brochures, folders, inserts, large format print and exhibition materials.
Based on the feedback of our exploratory design ideas, we directed our primary focus on developing a series of personalised illustrative devices that could be uniquely attributed to each of the three brands, discernible by their subtle visual characteristics but identifiably part of the Briggs family. Intimate knowledge of the Briggs, Yale and Hyster brands in relation to materials handling provided us with an invaluable understanding of their personas, and insight into how we could translate the essence of their individuality into consistently recognisable design features.

The Briggs brand became the foundation on which we built the editorial framework, utilising colours and typographic styles in line with their existing communications portfolio. Hyster, characterised by its bold, strong industrial style, was complimented by abrasive metallic textures and shapes, while Yale, symbolised by its clean, fluid contemporary style, was defined by light and flowing linear patterns.