Reading Truck was a long-time retainer client with a new CEO. The corporate shakeup gave us the chance to do a little shaking-up of our own.
Reading Truck was losing ground to their top competitor, Knapheide. So instead of trying to match Knapheide’s polish, we ran in the opposite direction.
Inspired by the men and women we met on Reading’s factory floor—and the hardworking customers who use their products—we developed the brand platform “Driven by Grit.” In addition to the tagline, I wrote copy for print ads, trade show assets, and several month’s worth of social media posts.
Creative direction: James Madsen
Art direction: Laura Sutphen
Photography: Ricky Bohan