A forklift carrying cardboard boxes with brand logos on them.

Branding concepts for one of the world’s most recognizable automakers.

A corporation logo on a black glass background.

Project Disciplines

Graphic Design
UX Design
Web Design
Packaging design of battery replacement boxes for a manufacturing company.

Design Concepts and Prototypes

Toyota—a multinational automotive manufacturer and leading automaker, was seeking a sleek, refreshed branding and design concepts for their subsidiary brand, Toyota Material Handling, Inc. The company, also known as Toyota Forklift, is an American manufacturer and distributor of forklifts. ArtVersion worked with the company to design engaging concepts and prototypes for both their collateral materials and UI screens. The team focused on delivering a strong sense of the company’s legacy with branding elements that felt authentic to the brand but also introduced a refreshing take.

The collaboration began with a redesign of Toyota Forklift's "hot sheets," vital for detailing machinery and model information, by introducing a clearer visual hierarchy and engaging visual cues. Additionally, the team curated custom packaging design for industrial equipment—putting visual detail and a contemporary feel into every aspect of the brand’s ecosystem. ArtVersion’s strategies focused on a compact, economically efficient packaging design that adhered to minimalist principles and contemporary visual standards, elevating Toyota Forklift's brand presentation by interweaving tradition with modernity.

An iphone on a textured grey background displaying a manufacturing home screen.
A metal shipping container with a company logo on it.
The letter A in Helvetica Thin, colored orange.
Playfair Display
The letter A in Helvetica Regular, colored orange.
Playfair Display
The letter A in Helvetica Bold Condensed, colored orange.
The letter A in Helvetica Black, colored orange.


For the initiative, readability was at the forefront, therefore readable and clean lines were found in Playfair and Poppins. The priority was to get information out to the forklift operators, aligning with the project's priority, and the typography selection ensured this could be achieved. The two font selections were also on brand with Toyota’s legacy and remained consistent with their design language.

Color Selections

Maintaining consistency with Toyota Material Handling's design language, including adherence to its brand colors, was another crucial element of the project. The selected color palette was applied throughout the collateral and redesign efforts, with a strong emphasis on readability and accessibility. The team’s approach guaranteed that Toyota's legacy continued to be a central focus, even as the brand embraced innovation in design aspects.

Light Grey
Cool Grey
A magazine layout of a forklift driving manual on top of cardboard boxes.
A UI design screen in a car showcasing speed of a forklift vehicle.
Two flyers for a forklift company.
A phone UX screen display of a bar graph.

User Interface Design

Alongside the collateral items, ArtVersion developed user interface design concepts for the forklift machinery screens, focusing on the UI dashboard critical for machinery operations. The UI screens were utilized for the UI dashboard for the machinery operations, which included universally recognized function icons, toggles, and features. The UI screens leaned into a sleek, cutting-edge aesthetic, while also paying close attention to the practicality of the design for an easy, streamlined user experience. The design concepts also extended to designs of mobile application screens, which were also rich with sleek infographics and interactive elements.

An apple watch with a screen on it advertising a manufacturing logo.

The Outcome

The design concepts introduced by ArtVersion instilled a contemporary and revitalized aesthetic into the collateral materials, igniting a wave of innovation and fresh inspiration for a modernized appearance. For an industry leader with a rich heritage like Toyota, ArtVersion's design concepts introduced a dynamic and fresh perspective, emphasizing innovation in the automobile sector.