A yard mule is a small, but powerful, tractor used at busy ports to move containers and large materials on and off the dock. Capacity has long been the industry leader in manufacturing such equipment. However, rising competition from foreign manufacturers had begun to eat into Capacity's annual sales. After several years of hardly needing to promote themselves, Capacity was in dire need of brand revitalization.
Cummings Creative Group had already made a name for itself in the niche of intermodal logistics was well suited for the task of revamping Capacity's brand. Deep competitive analysis and a review of Capacity's primary target audience revealed several needs.
First, they needed an in depth photo shoot of their entire product line. They needed professionally designed and printed sell sheets for each of their products (apart from their inkjet printed Word docs). They need a suite of print advertisements for trade publications. Most importantly, they needed and up-to-date website that showcased their products on the level of a high-end automobile.
The end result once again positioned Capacity's brand as a major competitor within their category.
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