Hyster® is one of the leading global brands of materials handling equipment.

In 2020, Molokini was appointed to develop the product positioning for the new flagship Hyster A Series lift trucks. This would form the baseline for all marketing of this major product launch in 2022.

Molokini worked with an international marketing and brand team to workshop and develop ideas to capture the key benefits of the product line. This also needed to differentiate Hyster from its sister brand, where a separate branding project ran in parallel.

Molokini developed the ‘A+ Logic’ platform, to communicate the Series’ new scalable design philosophy and manufacturing methods. It was key that this core phrase also worked effectively across multiple languages worldwide. The strapline ‘Distinctly Hyster, built for you’ was also developed and rolled out across all product launch communications globally.

A presentation was also created to brief messaging to internal teams and demonstrate the different ways that the new product positioning could be brought to life through sales and marketing channels.

Hyster 2.0

Brand Consultancy Services

  • Product marketing consultancy
  • Senior level pitching
  • Creative concept development
  • Marketing slogan copywriting
Hyster Brand