Driving Your Business
with Efficiency

Context, challenges, and solutions.

Alfa Lift Forklifts emerged from the need to reposition a well-established brand in the cargo handling sector. The company is undergoing a complete transformation, redefining its visual identity, positioning, and market strategy.

The creation of the new brand aimed to build on the credibility established over the past 10 years. The challenge was to develop a strong and relevant identity that would resonate with long-time clients while attracting new business — all while maintaining excellence in forklift rental, maintenance, and sales services.

As a consultant, I led a strategic process focused on discovery and product thinking, involving the partner, team, and clients to map out key pain points, expectations, and opportunities. I developed a new visual identity aligned with the industry's strength and innovation, and redefined the brand positioning by highlighting its competitive advantages. I also created a communication strategy to ensure a smooth transition, implementing market research and benchmarking to validate perceptions.

Role in the project: Product Manager