HaulTech Brand Development

The Issue:

HaulTech develops award-winning software systems for the road haulage, logistics and distribution sectors. Their all-encompassing supply chain solution connects users with their fleet and customer-base in real time.
 HaulTech needed to raise awareness of the company, differentiate itself from the competition and explain the basic benefits of its software to potential customers, quickly and clearly.

The Challenge:

To create a solution which would differentiate the company from its competitors and to explain the key benefits of its three main software packages to passing potential customers at a major exhibition.

Our Response:

We researched the branding approach adopted by HaulTech's competitors, and found little difference between any of them. Their main visuals at exhibitions consisted of large screen grabs, which looked boring, confusing and uninviting.

Our solution was completely different - modern, eye-catching and, most importantly, one which could be used to promote the software USPs and key benefits of the HaulTech system, in an instant.

The Execution:

Our first step was to introduce an image of a businesswoman of an age similar to that of HaulTech's staff. She was carefully chosen to look modern, professional and eye catching in a way that would engage HaulTech's potential customers.

We then developed and designed a 'chart' graphic which was flexible enough to be adapted and used alongside the business woman image to highlight software USPs or business benefits. This enables the company to deliver crucial high level information, clearly and instantly. We also included the new branding in sales leaflets designed for use on the HaulTech exhibition stand.

The Results:

Feedback from the exhibition was very positive. In fact, we received a phone call from the HaulTech stand saying that the new branding was pulling in increased numbers of potential clients, and that this was the first time they had not had to provide stand visitors with lengthy explanations about the product and its key benefits. The next stage will be to evolve the branding across all planned promotional material.