Grit doesn’t play follow the leader.

TL;DR: Rebranding and launching in a hot minute takes moxy.


Reading Truck needed help launching a new brand platform—and planning for their biggest trade show of the year. At the same time.

Market Reality

To most in the work truck world, Reading was already a recognized leader. But as far as Reading was concerned, they were only number two. We like that kind of thinking. For years, a long list of industry firsts, new products, and smart features hadn't been enough to take the lead. They needed a new message. A new look. A new reason to believe in the Reading brand. And they needed it soon—because the upcoming Work Truck Show wasn't going to wait while they figured it out.

Market Opportunity

Reading's new platform would be built on a simple idea: grit. The spirit that had driven the company since 1955 still had plenty left in the tank. The concept of grit would inspire everything from print ads to emails to booth graphics. But there was a twist. Make that a few twists. Because while we were busy doing our thing, Reading appointed a new CEO. And two new CMOs.

Invention Strategy

So, we met the new team and unleashed a revamped Reading to the world. In a space dominated by technical specs and tired origin stories, Reading was about moxie, hard work and pride. It was a move the work truck industry hadn't seen before. And it paved the way for a few of Reading's most successful product introductions in the last decade: their flagship Aluminum Classic II, their new Master Mechanic crane bodies, and a revamped Marauder dump body.

THE EXPERIENCE

Creating against the clock

The tight timeline often meant working with the assets Reading already had, infusing new life into old photography. But not everything was recycled. We created a new badge for the trade show. We captured video footage of the Aluminum Classic II to create a highlight reel in record time. We went on a multi-day photoshoot to build composites of Reading truck bodies in environments you'd never know were manipulated.

Driven by grit. And data.

For Reading, a new position led to a highly successful digital campaign. Reading set new highs for engagement across social media platforms, and saw a 183% month-over-month increase. SEM achieved an average click-through rate of 10%—three times the industry average. And for two months after the Work Truck Show, Reading saw double the search volume of their biggest competitor.

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