Crown Equipment Corporation faced the challenge of customers going outside for discount generic parts and service. While impacting revenue, this trend also affected the integrity of Crown’s system-engineered lift trucks. Graphica worked in close collaboration with Crown—interviewing service management and researching distribution and service centers—to develop a sub-brand for Crown parts and service.

Parts and service aren’t always sold together, so Graphica developed a concept that linked the two, yet maintained a separate identity. The Integrity Parts and Service System™ concept reminds customers to protect the integrity of their lift trucks and trust Crown to deliver the lowest cost of ownership. Logos also convey the system concept with two gears in sync (parts) and a wrench turning a hex nut (service) These dynamic symbols cover a range of parts and service offerings.

Graphica promoted the system benefits using testimonials, graphics, and real-life examples, clearly showing how low-priced generic parts and service typically cost more over time. We also created a graphic, Crown’s System of Performance, to drive home the value. System logos now appear on service vans, uniforms, hats, and every box containing Crown parts. It’s a great way to sell a premium product in a commodity market where the best value is top of mind.