JLG Telehandler
JLG’s North American line of telehandlers includes five full size models and a compact machine. Brownlie Design was asked to define a new product brand language through the development of these vehicles. The outcome of this effort will be used to drive the look and feel of the entire line of JLG heavy equipment products. An audit of the JLG brand was conducted, with input from Marketing, Engineering, Manufacturing, and Service. A workshop was held with all stakeholders including key customers. Using insight and input from the group, Brownlie Design was able to develop concepts, evaluate design directions and brand differentiation strategies during the workshop. The resulting brand language: rugged, aggressive and agile performance, was captured in the curves, angles and edges of the telehandler sketches. With buy in form the team, Brownlie Design moved quickly into CAD and developed parts that met all engineering and manufacturing requirements.