Thor Global Case Study
Strategy
Thor came to us in need of a rebrand that would communicate the growth of an industry leader to past customers and new prospects. Thor’s substantial market includes aggregate, agriculture, mining and recycling companies, so their innovative, adaptable, lean qualities needed to be at the forefront.
Identity
Visually, Thor’s original logo had some fitting elements – strong typefaces and a globe icon – but the resulting impression was clearly outdated. Updating their look meant letting go of the predictable for a look that now conveys strength and professional credibility in a more direct, contemporary way.
Messaging
For a leader in the bulk material handling industry, “Move Mountains” defines Thor on many levels. Literally, they are in the business of moving the stuff of mountains – vast quantities of rock and earth. But Thor is also about charting new territory in industry capabilities, doing what it takes to accomplish things of epic proportions.
Ideally, messaging arises out of the insights gained while developing our clients’ core identity statements, and this was indeed the case with Thor. Formalizing mission, vision and values statements give a company a clear definition and unified direction, but they give a foundation and cohesiveness to communications as well.
Ad Campaign
Ad materials continue with the same strong visual feel. Product imagery is hero in the layout, dramatically presented with supporting graphics and text.
Website Design
For the significant amount of content needed for this highly specialized field, the Thor website achieves a well-balanced feel and logical usability. Brief messaging in the first-read zones ensure that the visitor doesn’t feel overwhelmed. Colourful, easily understood imagery make page visits more enjoyable.
Visit: www.thorglobal.ca
What did it look like before?
Truck Graphics
The Thor philosophy of less is more is carried through with the truck graphics. Simple, strong graphics – a portion of the Thor wordmark is expanded on the truck box – make the vehicle stand out without shouting.
Stationery
Industry people notice the Thor business cards. It’s immediately apparent Thor is a dynamic player in a tough industry. Even with this most tradtional of touchpoints, the message is that of a leading innovator.
Sweet Surprise
After wrapping up the project, we came across some rock candy and decided to have some fun with it. Thor's response?
"Are you kidding me? Candy that looks like aggregate?!
Where did you guys find this stuff? You guys rock, thank you!"
The chocolate rocks were a HUGE hit at the clients next trade show appearance providing a great ice-breaker! They ended up going through 10kg in 3 days! Much to the delight of dentists everywhere we’re sure :)
