A forklift company,
reframed as a performance brand.
A hundred years of heritage, parked on a stand that looked like everyone else’s on the floor. The fix was not a bigger booth — it was a different genre.
The problem
Industrial halls are a sea of grey systems booths with product parked on plinths. The equipment was the best thing Raymond had, and nobody was stopping to look at it.
The idea
Treat the demonstration as a sport. A signature red canopy with flowing rounded corners over a rink-like layout, with the forklifts and lithium battery technology staged as the main event rather than inventory. The curve gives the space a lid, so it reads as an arena from across the hall while staying open at ground level.
What it did
Repositioned Raymond from equipment manufacturer to performance partner. Increased foot traffic and better-qualified leads — and a stand that no longer looked like the four either side of it.
Equipment manufacturer, reframed as performance partner.
← All work