Timpte’s aluminum grain haulers are legendary in the world of agriculture. Could its expertise be desirable to other markets as well? FUEL worked with Timpte to expand its offerings with a line of trailers designed for automotive/motorsports, and a second focused on the needs of light construction. Well-designed aluminum trailers have advantages over their steel counterparts. By emphasizing this innovative engineering, FUEL built upon the existing brand equity in the grain haulers with high-energy branding to make headway in two other segments of the trailer market – automotive and construction.
To let the Timpte name continue to hold the spotlight, FUEL recommended pragmatic names for the new lines that clearly communicated performance to their respective target audiences: Motorsports for the lighter trailers that attracted car enthusiasts and owners of side-by-side UTVs. And Powerhouse, a heavier duty option that catered to the needs of contractors and construction firms.
Since Timpte already owns the grain hauling market, FUEL felt it would be a strategic move to create a unique look for this product line’s trade dress while maintaining several connections to the well-known master brand. Racing stripes added to the performance feel but also served to carry the line name – Motorsports or Powerhouse – alongside the logo.
The identity for the new trailers maintains consistency with Timpte’s master brand colors, and the use of the black and orange gave it high-performance energy. Rugged, slanted typography communicates durability and movement, and its compressed letterforms afforded plenty of flexibility for placements across the different models of trailers.
These trailers are lightweight, sleek, and beautifully designed. The Brand Expression needed to balance these traits while still emphasizing they’re rugged and reliable enough to haul a million-dollar automobile or vital equipment on their backs. From bumper hitch to badging, the elements would communicate speed, efficiency, ruggedness, and innovative engineering to stand out in a crowd – be it at a car show, rally, racetrack or jobsite.
We developed the tagline “Carry What Moves You” to speak to the emotive side that drives the customers. Some customers will be carrying a sports car or a classic. Others will be hauling construction equipment supporting their livelihood. In either case, they carry what moves them. This speaks to Timpte’s brand purpose which is to be known for products, “Built For Life.”
To drive demand at point-of-sale, FUEL designed a set of product brochures for dealers. Through crisp copy and stunning photography, the set spoke directly to the desires of car enthusiasts and contractors, and helped distinguish the Motorsports and Powerhouse lines with Timpte’s agricultural haulers by announcing they’d arrived in these new categories.
Since TIMPTE attends a variety of trade shows with different size booths, FUEL employed a modular approach to the trade show booth design. A series of interchangeable feature-focused popup banners provided multiple combinations depending on the audience.
The environmental design helped TIMPTE make a splash at the Special Equipment Market Association’s SEMA Show in Las Vegas featuring the latest automotive products, and the North American Trailer Dealers Association’s NATDA Trailer Show in Nashville geared towards light duty and medium duty trailer dealers.
To help drive awareness and demand, FUEL developed an advertising campaign in print and digital to tap into what the customers are passionate about — whether that be cars or their heavy duty equipment. Through creative headlines and photography, the ads pointed out the features and benefits of the trailers including their wider deck width, structural integrity, or door friendly height.
