You see them everywhere. Toolboxes on wheels. Rolling equipment organizers. They’re called work trucks. Think a pickup with cabinets or a crane in the back. Reading Truck is a work truck leader. They mix American craftsmanship with innovative thinking to create products that let people work their best. But their brand wasn’t keeping pace with an expanding distribution network and product line. Working with marketing, we developed a new customer-centric brand platform. A new identity. A new logo and truck emblem that reflects Reading’s past and future. The heart of it all is an 80-page manual that articulates the positioning, values, tone of voice and guidelines for managing the brand. All in all, it’s a brand transformation that’s setting up Reading Truck to help hard-working people work better than they could ever imagine.