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Momentum for stalled, stuck, and stale industries.

raising exceptions

Building a strong identity for a brand is never easy. But it’s those rare, especially tricky cases that really get our creative juices flowing.

After we shaped a new suite of ads for Hyundai Construction Equipment, we were asked to do the same for their sister division, Hyundai Forklift. Both fall within the Hyundai Heavy Industries brand, so they’re kind of like Chris and Liam Hemsworth: they come from the same cool family, but they play different roles.

The challenge came in preserving the unique strategy and style of the brand, while helping Hyundai Forklift speak with its own voice. Doing so required a thorough understanding of the nuances behind each division and their respective targets, represented in our new suite of ads for the fall season.

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