Complete Material Handling
Changing the brand
The brand we were asked to change.
Brand workshop + Copywriting + Design + Artwork
Although CMH, as it was known for obvious reasons above, had a burgeoning reputation in the North of England, its brand just did not reflect the quality service it provided and was hindering the ambition to grow nationally. We were asked to maintain priority assets, such as the name and the colour palette, before exploring ways to lift everything into a much better space.
The name was an obvious shift we had to make. It was too long as 'Complete Material Handling' and it was too meaningless as CMH. After speaking to the client and understanding why he came up with 'complete' in the first place (his all-round service package and passion for going above and beyond), we decided it was only natural to make 'Complete' the hero and the first impression for customers to focus on and remember.
With Complete taking centre stage in the name and our knowledge that the company was much more than just a forklift truck seller, we set out to create a brand marque that captured the full quality service while not setting itself too far adrift from the sector.
Colour Palette
We avoided the black as it didn't fit with the fresher direction we were taking the with Complete's brand. Instead, a dark blue was chosen to complement the rest of the palette. We retained the prominent green and turned up the brightness, which was to be wedded predominantly with white in print and online.
The Name
As we explained in the introduction we weren't throwing anything out, we were only readjusting the focus to the promise and the purpose of the brand. In the new option Complete has so much more strength and energy, and the beauty of it was, it was always there. minimising the industry tag, Material Handling, was simple but very effective.
The Marque
Imagery
It can be difficult to find great shots of forklift trucks, which might come as no surprise. What's more, one truck often looks very different from another. For this reason, and for the fact that the client had little quality control when selling, we stripped imagery created a half tone effect so imagery could be used on both the light white or bright green backgrounds.
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