The Shyft Group name has only been around since 2020, though their business expertise in commercial trucks goes back to 1975. Formerly Spartan Motors, the Shyft Group had a need to raise the profile of the new parent brand name while maintaining distinction for the trusted names within its brand portfolio. The opportunity was 2023 NTEA Work Truck Week. The partner that Shyft Group chose to design, build and manage their exhibit and press event was EEI Global, Inc.


  • Brand Strategy | Planning | Identity
  • Exhibit Fabrication | Engineering | Rental
  • Event Marketing | Tours & Road Shows | Trade Shows
  • Immersive Digital | Content Development | Film & Motion
  • Business Theatre | Meetings | Media Launches
  • Graphic Production | Tension Fabric | Digital Printing


Familiar commercial truck brands like Utilimaster®, Royal® Truck, Magnum®, and DuraMag® would share the 50’ x 100’ area with Blue Arc®, the newest brand under Shyft Group. Each of the six vehicles displayed was impressive not only in size, but in the capabilities they demonstrated. The Blue Arc Class 5 all-electric chassis crew cab, for example was shown with a large capacity dump bed. Three Utilimasters were configured in different ways for Frito Lay, Duke Energy and Merchants Fleet. The EEI designers worked out elegant ways of accommodating the large vehicles, along with functioning Strobes-R-Us lightbars on Magnum racks, kiosks for brand video content, and a reception area for conversation and lead gathering. There was a lot happening at the ground level.

To provide extra prominence for the Shyft Group brand name, the team devised a full LED header (100’ L x 50’ W) over the entire space to beam out messaging. This high-level attractor gave the parent brand a visually leading role, while also giving due time to the other brands. It also added a pulse of energy and motion to the space. For the press conference, all the tech from stage setup to cameras was managed by the EEI team. To add urgency for the press event, the header featured a countdown to show time that no one across the show floor could miss. The large LED wall inside the space mimicked the countdown, then served as a backdrop for the presenters. It later looped brand messaging during the show.

The Shyft Group received a lot of attention. Visitors and members of the press packed the space for the press conference. Throughout the 2023 NTEA Work Truck Week show, a secondary conference room in the booth was booked solid for meetings with current and potential customers. With thoughtful space planning and digital expertise, the EEI team lived up to the Shyft Group’s brand motto: Driven to Deliver.