Blue Arc Brand Building | Work

Opportunity

Building on 50+ years’ experience manufacturing commercial vehicle chassis for parcel delivery, trades and utilities, municipal services, and more, The Shyft Group was ready to enter the EV arena. With a temporary website and tradeshow promotion, the company had previewed Blue Arc, its new concept for all-electric commercial vehicles, engineered from the ground up. As the Blue Arc concept became a reality, the company invited Williams Group to clarify this brand's distinct value and create communications tools to bring it to market.

Approach

Williams Group collaborated closely with Shyft communications and product teams to define a value proposition and messaging platform elevating Blue Arc’s uniquely commercial-grade engineering and advantages: EV ready to handle the payloads and rigors of real work on the road. Then, we developed a suite of communication tools to help Shyft and its national network of registered Blue Arc dealers promote and sell the Blue Arc Class 4 All-Electric Walk-in Van. Wg created a product brochure, case study, quick-start guide and brand standards for an online dealer portal. We also fully designed, wrote and developed a public-facing Blue Arc website and populated it with specially targeted features, including a promotional video that Wg scripted and art directed in tandem with still photography.

I’ve had the pleasure of working with Williams Group across two very different industries—architectural and automotive—and they delivered exceptional work every time. Their team quickly immersed themselves in our business, asked the right questions and developed a deep understanding of both our audiences and our challenges. From there, they consistently delivered smart, simple and engaging creative that made complex messages easy to understand and act on.

–Linda Overberg, Former Marketing Director, The Shyft Group