The objective: make evolve the brand identity of the vertical mast lift TOUCAN 1010, considering the different constraints (of use, technical, economical) while keeping the key symbols of JLG that made this group the international leader on its market.

Immersion but also a collaboration with Paul BRACQ (former director of the design in Mercedes and BMW) allowed us to propose a design that improves the uses of this equipment: protection of the crankcase, simplified access to the technical part… but also an image close to the car industry one.