Rokbak
Brand development and rollout

Rokbak

Brand development and rollout

Seven years after being acquired by the Volvo Group, and over £35m worth of improvements later, it was time for Terex Trucks to shed its previous owner’s name and build a brand that stands on its own six wheels.

Carved by a lifetime of hard work, Rokbak is the home of the rock-solid hauler. Day after day. Decade after decade. From the heat of the desert to the cold of the arctic – this is backbone you can bank on.

Gold Winner
Brand Development

Gold Winner
International Marketing

Gold Winner
Brand Experience

We worked closely with the Volvo team to create every aspect of the new brand – from strategy and naming, to tone of voice, creative direction and visual and verbal identity. Followed by a full rollout including film and photography, integrated ad campaign, website, global virtual launch event, brochures, merchandise and sales collateral, hauler decals and parts packaging, factory experience, a comprehensive suite of templates, toolkits and guidelines, and even a bespoke piece of music and signature cocktail for events and entertaining – the robust-tasting Rokbak Buck.

Rollout creative direction by StudioLR, with our outrageously talented crew of partners:

Logo typography drawn by Rob Clarke
Brand film and photography shot by David Boni with Sarah Lauder on production
Web planning, UX and design by Espen Brunborg with Primate on build
Cocktail created by Michael Lynch, shot by Cue The Mustard
Launch event by Lux Events

“It was a great pleasure to have the opportunity to create a new brand, especially as it is the first time Volvo has ever launched a new brand in the market.

I knew instantly that StudioLR would be a fantastic partner and a real safe pair of hands. Their creativity, drive and energy was outstanding throughout the whole project. The feedback from our dealers, customers and the market has been extremely positive as it’s taken our brand to a whole new level of professionalism.”