One of my first international rebranding projects was for the Hyster lift truck brand. With roots in the logging industry and a history spanning over 80 years, Hyster was originally known for its toughness and durability—qualities that had become diluted over time. Our goal was to reconnect the brand with those origins through a bold new campaign, and then extend that thinking into a broader, more immersive customer experience.
That vision led to the development of a Customer Experience Center in Charlotte.
A key challenge was maintaining the newly established Hyster look and feel while also incorporating Yale—another lift truck brand under NACCO Materials Handling Group. While the two brands differ in personality, target markets, color systems, and storytelling, they share a common foundation: delivering durable, purpose-built equipment designed to move products and help businesses scale—whether in a warehouse, at a port, or in rugged, off-road environments.
The task was to transform an empty warehouse space into a fully realized brand experience. We designed an environment that brought Hyster’s heritage to life while guiding customers through its innovation—showcasing patents, technology, and forward-thinking capabilities. The space also featured immersive elements, including a holographic welcome message from the company president, setting the tone from the moment visitors arrived.
This project was especially rewarding to be part of from the ground up—starting before electrical, drywall, or displays were in place—and carrying through the full process of material sourcing, fabrication, and production. Concepting and building an experience in a previously unused space, and turning it into a compelling brand story, made for a truly impactful and memorable project.
Art directed while at Jackson Marketing.
