ONE CORPORATION, MANY BRANDS
Terex Corporation is a global manufacturer of lifting and material handling equipment. Their impressive brand portfolio includes world leading names such as Genie, Demag, Terex and Powerscreen. At fairs, the messaging is usually handled by the individual brands, but at bauma 2019 the corporation wanted to take a more active role and to convey one group of solution providers in the center of the stand area of almost 5,500 sqm. The challenge was – how?
To capture the mutual spirit of Terex Corporation and their different brands, we went back to the strategic foundation, realizing how core values such as innovation, collaboration, knowledge and reliability are just as relevant to the customers as to the brands. Building on that, we created action-oriented statements with a clear customer focus, visuals loaded with recognition, and a distinct sign-off.
The concept “…at work” brought life to Terex Corporation’s contributions and relevance, while creating recognition with the family brands. It was flaunted on the big center walls, and on LED-screens with live messages across the entire stand. The result created a uniform and strong key story, with Terex Corporation gathering some of their key brands in a unified concept, signed W Communication Agency.
The W team did a fantastic job in helping to communicate the connection between our global brands with our main corporate organization. In addition, they helped tie in our aging Corporate tagline, evolve it and apply it to our core values. Feedback from the show was very positive with all attendees impressed by the visuals and messaging on the booth. In addition to the excellent quality of work by the W team, we appreciate how they accommodated our short timeline in developing and executing our story at the bauma show.