Forklifts aren’t sexy. Or are they?

That was the creative challenge behind a series of marketing brochures produced for industry giants CAT, Mitsubishi and Nichiyu. These industry mainstays are renowned for their modern, reliable and high quality forklifts. But reputation alone isn’t enough to stand out in a competitive industry - these companies wanted their products to stand out with creative, attention-grabbing brochures.

Our team got to work conceptualising a series of eye-catching designs that broke from industry expectations of “safe but boring” forklift brochures. There were over 60 different forklift models to showcase over the series of brochures, so we had to be smart with our structuring and categorisations.

Eventually, we combined skilful photo editing with intelligent layouts to produce a series of brochures that were fresh and innovative, while preserving the traditional (and essential) selling points of these forklifts – they are safe, reliable, state-of-the-art and exceptionally functional.