Case Study: Terex Trucks builds the Rokbak brand with StudioLR

Terex Trucks rebrands in 7 years with StudioLR

The customer, Terex Trucks, a manufacturer of articulated haulers, faced the challenge of establishing a new, independent brand identity following significant investment and its acquisition by the Volvo Group. StudioLR was engaged to lead the comprehensive brand development and rollout.

StudioLR created the new Rokbak brand from the ground up, handling strategy, naming, visual and verbal identity, and creative direction. The full-scale implementation included a global launch campaign, digital assets, sales materials, and branded experiential elements. The vendor's work successfully established a professional, stand-alone brand in the market, receiving extremely positive feedback from dealers and customers.

Terex Trucks