Not many people think of design when they hear the word forklift. It is a vehicle associated with labor, a machine that has the purpose of making work more efficient and profitable. Though that is true, for a company producing forklifts can the design be a very important factor for a lucrative business. A forklift that can express high functionality is more capable to compete on the market. This thesis describes the product development of a forklift for the company Semax. The work is a design project and focuses on the visual expression of the product. The goal was to improve the exterior to be more cohesive and more aesthetically pleasing. The report covers certain methods that can be used during a design project of this nature. It will explain the process in the order it was conducted and describes research, findings, ideation and result.