Any new product, especially a revolutionary one, must convince you that it deserves your attention. Such was the concern when Crown Equipment Corporation introduced a totally new category, its Work Assist Vehicle (Wave®). Graphica created a unique format to quickly capture the value and innovation of a vehicle that transports and elevates a worker and a load, replacing the need for unsafe ladders.

Our challenge was to explain this new product category without sacrificing the value proposition. To create a memorable first impression of the Wave, Graphica used intriguing application settings, stylized photographs, illustrations, and concise benefit statements. In addition, the launch brochure featured a wave-like die-cut across the top of the pages to enhance name recall for the Wave and suggest how “it goes from here to there in one fluid motion.”

The overriding message communicated throughout the marketing materials focused on how the Wave helps people work faster and safer. In addition to featuring innovative uses, Graphica highlighted key attributes with compelling headlines and illustrations. Color schemes, product treatment, and lighting all contributed to the notion of the Wave as one well-designed innovative concept. After more than 10 years in the market, Wave’s overwhelming success has confirmed the approach.