It started with a logo. It lasted fifteen years.
INMAQ rented, sold and serviced forklifts. In 2007 they asked me for a logo and a website. That turned into about four years of marketing and advertising on a monthly agreement, and then occasional support until 2022, when the company changed its name and I moved to Canada.
- Period
- 2007–2022
- Industry
- Forklift rental, sales and maintenance
- My role
- Design, website and external marketing lead
- Monthly phase
- About four years, to late 2011
- Scope
- Advertising, website, corporate email, print
Three services, one need
Renting, buying and servicing all solve the same thing, moving material, but each needs its own message. And the budget was modest.
The marketing team, from outside
I designed the logo and site, then stayed on as the outside resource: advertising, site updates, email accounts and print.
Continuity
One initial project, four years of recurring work, and support whenever it was needed until 2022.
Fifteen years, three ways of working
How the relationship changed over time.
A business with three front doors
A customer could come to INMAQ to rent a forklift, to buy one, or to service the one they already had. Same underlying need, three different conversations. The logo and website had to present all three without confusing anyone.
After launch came the other challenge: keeping it all useful month after month, on a small-account budget rather than a big campaign one.
What I owned
I designed the logo and site, then became the external owner of their marketing and advertising. That meant moving between design, site maintenance, promotional requests and running their corporate email accounts.
I wasn’t another employee or an in-house department. I was the person who understood what they needed, turned it into usable work and kept continuity from one delivery to the next.
The approach
- Clear services. Rental, sales and maintenance, each with its own place and its own way to get in touch.
- Reusable structures. On a small budget, a consistent identity and adaptable layouts go further than a new concept for every request.
- A simple rhythm. Agree priorities, gather content, produce, approve, publish. Anything that needed a printer got its own check on cost and timing.
What changed
At the end of 2011, management decided not to keep investing in recurring marketing: they felt their immediate needs were covered. The monthly agreement ended, but the relationship didn’t. I kept handling individual requests for more than a decade.
An identity that survives the workshop.
Looking for someone who sticks around?
Dani is waiting in the office with a form and Daniel’s card.