American Equipment brand strategy, messaging, visual identity and tagline
The brand challenge
American Equipment is the first choice of companies needing to move, weigh and rig equipment, materials and supplies. Yet its marketing was inefficient and fragmented, hamstrung by the acquisition of more than 16 companies in just five years. It needed a story and visual identity to unify their acquisitions under a single, cohesive brand, and a migration strategy to simplify their expression.
The brand solution
Brand Zoo helped American Equipment define and articulate a unique position in the minds of its customers: the company you can trust to help you safely move, weigh and rig mission critical items, and that you can rely on for the service and expertise essential to maximizing operational uptime.
The simplified brand architecture organizes many legacy brands into a new system organized around a core master brand and a few select service brands. It provides a framework for future acquisitions and planned expansion, and a visual identity that amplifies themes of trust, service, expertise and uptime.
The visual system is a stronger, modern interpretation of their recognizable “American eagle” mark, leveraging their cultural heritage and emphasis supporting American manufacturing and job creation.
Brand deliverables included:
- Brand positioning strategy
- Brand architecture model development
- Key messages a narrative
- Brand identity
- Brand visual system
- Tagline (The Uptime Solutions Company)
- Website templates
- Marketing collateral and templates
- Brand guidelines and style book
The results
"Brand Zoo helped us craft a story for American Equipment that leverages our American heritage, manufacturing, lifting, weighing and rigging expertise and service-oriented culture. The new branding is helping unify the company around the common purpose of increasing our customers operational uptime."
David Kertes, Vice President of Sales and Marketing, American Equipment