Strengthening a truck body brand for the future.

Working Hard for the Hard Working

You see them everywhere. Toolboxes on wheels. Rolling equipment organizers. They’re called work trucks. Think a pickup with cabinets or a crane in the back. Reading Truck is a work truck leader. They mix American craftsmanship with innovative thinking to create products that let people work their best. But their brand wasn’t keeping pace with an expanding distribution network and product line. Working with marketing, we developed a new customer-centric brand platform. A new identity. A new logo and truck emblem that reflects Reading’s past and future. The heart of it all is an 80-page manual that articulates the positioning, values, tone of voice and guidelines for managing the brand. All in all, it’s a brand transformation that’s setting up Reading Truck to help hard-working people work better than they could ever imagine.

CLIENT

Reading Truck

SERVICES

  • Brand Strategy
  • Content Development
  • Design
  • Digital Advertising
  • Positioning
  • Website

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Reading Truck logo creative showing evolution of the design
Collage of pages from the Reading Truck branding guide, showing brand platform, personality and voice, typography, icons, and other elements
Reading Truck main entrance signage
Twelve Reading Truck Custom Bodies stacked in three tiers, ready to be installed
Reading Truck website screenshots for desktop and mobile views

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Print advertisements featuring Let's Work - on making work easier; and on exceeding your expectations
examples of banner ads for Reading Truck, with the message: Let's Work - on making work easier; on upfitting your truck; on exceeding your expectations
Examples of social media posts featuring the RM-45 Crane Body, Parts and Service, Job Opportunities, and Custom Bodies
A mobile phone view of a Reading Truck social media account
Cover of a Reading Truck catalog for the SL and Classic II Service Bodies
Inside pages of a Reading Truck catalog with pages showing specs, comparisons of steel and aluminum, and standard features of an aluminum body
A man is wearing a dark blue polo shirt with an embroidered Reading Truck logo on the left chest
Reading Truck merchandise featuring the logo on a trucker hat, hoodie, mousepad, and travel mugs
Three posters showing different truck bodies available from Reading Truck, including Enclosed, RM-45 Crane, and Marauder Dump bodies

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Reading Truck trade show booth, showing signage, greeting station, and an actual truck parked to the side
Reading Truck trade show booth, showing central structure with super sized photography
Collage of images of Reading Truck workers on the job fabricating, assembling and checking custom truck bodies