TEREX AND GENIE CORPORATIONS — Marketing & Visual Execution

Challenge

As Terex and its Genie division supported a global market of contractors and rental partners, their materials needed greater clarity and cohesion across two closely related brands. The challenge was to strengthen communication while maintaining a clear distinction between the Terex and Genie identities.

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Process

A closer look at how contractors and rental partners use product literature and sales materials helped shape the direction. Those real-world use cases highlighted the need for clearer hierarchy and more straightforward product storytelling. From there, a visual system was developed to bring more consistency across materials while keeping a clear separation between the Terex and Genie brands.

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Solution

The result is a more unified set of communications that supports both brands more effectively. Improved clarity helps customers better understand product capabilities, while the refined system reinforces the strength and reliability behind Terex and Genie.

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