An apparatus and method for aligning a rim of a wheel assembly to a wheel hub. The apparatus can include a wheel handler device that is structured to securely engage the wheel assembly. The apparatus can include one or more light emitting devices that project one or more light spots on the face of the wheel hub. The position of one or more light spots relative to another light spot(s) and/or to a reference feature on the face of the hub can provide an indication of the location, orientation, and/or alignment of at least the rim relative to the wheel hub.