TEREX BRAND GUIDELINES AND B2B ACTIVATION

TEREX CORPORATION

LAM developed global brand guidelines and creative templates for regional customization and dealer activation. A modular design architecture and communication system were developed for easy adaptation across a range of marketing material. Specific applications included development of a B2B advertising campaign to build awareness of the new line of Terex All-Terrain cranes. Our headline solution, Power Meets Roadability, portrays the cranes as powerful yet easily transportable. Dramatic product images make the cranes the heroes. Our concept was used in print ads, brochures and tradeshow signage. In addition, to provide the Terex dealer network with sales material for the company’s new financing program, LAM developed a clean and crisp B2B communication system. The visual solution was easily adapted across local activation applications including custom mailers, an online web platform and digital billboards for dealer websites.