Creating a new product category
Chameleon AMLS


Chameleon is the new kid on the block, completely disrupting how you buy and use a trailer or ute tray. Completely modular and interchangeable, you can easily reconfigure your loading solution to meet your changing loading requirements.

Hence the tagline and descriptor for the solution:

Adaptable Modular Loading System.

Big has worked with Chameleon since it was a well-formed idea, with only CAD drawings and an industrial designer bringing the concepts of the system into a now manufactured range of products.

From developing the branding, coming up with AMLS, defining the marketing and launch plans, branding on the products, collateral and marketing assets, social media… the list goes on!

This will be big.

Brand Development

Big developed the new logo and brandmark and have been actively involved in the application of the new brand, including:

  • Masterband rollout
  • Website – view the site here
  • Social Media
  • Marketing collateral
  • Signage and branding on site and vehicles
  • Uniforms and merchandise
  • Branding on product

Range & Product Strategy

The real benefit of being part of the journey with Chameleon as their strategic marketing partner from the very start of this adventure has been the influence we have on the product range.

We have been involved in developing the naming and branding strategy for the product groups, namely:

Adaptable Modular Loading System (AMLS is the overall system)

BASE (the range of trailers and ute trays)

LOKR (the range of storage components)

FLEXR (all other functionality and available components available to make the most of the system).

Launch Strategy & Rollout

Big has developed a 3 phase launch strategy which has commenced with the soft launch and will quickly move through to the full-scale marketing and sales programs as production ramps up.

We’re pumped and are ready for the ride – it’s going to be epic!


Rebranding to signal change.