HaulTech Brand Development
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
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
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
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.
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.