Genie manufactures lifts and platforms used in construction, maintenance, warehouse stocking, and equipment installation. They produce machines that set the industry standard for quality, reliability, and safety; those values are the cornerstones of Genie’s brand legacy.
To elevate and bring consistency to the brand, Tactile updated the visual language on all their lifts, considering everything from housing form factor and graphics to overall color of the machine. The Genie Visual Brand Language is a 2017 IDEA Award Finalist (Design Strategy).
We wanted to tell the story of reliability and safety that is integral to the DNA of Genie’s product family. Trust is critical for professionals who spend their workday in a lift high above the ground; that trust is the legacy of the brand.
Our goal was to modernize the look and feel of Genie products with timeless designs. The new machines needed to look even more capable and trustworthy than the last Genie product they used.
A unified, modern visual brand identity that is reflective of the product value is what resonates with rental yards, Genie’s main customers. Rental yards will often purchase and rebrand equipment, so we incorporated a recessed logo on the outer gray shell of each product to instill the brand and emphasize quality.
Tactile continues to work with Genie to develop safe and intuitive user interactions for the next generation of aerial lifts and platforms. We’re very excited about our future as a Genie partner.
