Case studies, Fat Truck, Industrial vehicles

Fat Truck RUF: a hard product, sold plainly

Presentations and infographics for an all-terrain utility vehicle, where the spec sheet is the sales pitch.

The challenge

Buyers of an amphibious utility vehicle care about payload, gradeability and where it can go when nothing else can. All of that was true of the product and none of it was legible in the material, which put photography and specifications on separate pages and left the reader to connect them.

The approach

Specifications were placed on the machine itself: callouts on the vehicle, terrain diagrams showing what each figure means in the field, and a dark industrial palette that makes the product the brightest thing on every page.

Outcome

• Specifications presented on the product rather than in a separate table
• Terrain and capability shown as diagrams, in the buyer's terms
• One set that works as a sales deck and as a leave-behind

What we did

• Presentation Design, Infographics, Product Storytelling