Client: United Equipment
Project: Brand Refresh
United Equipment is a national lifting company specialising in the sales, rental and servicing of forklifts, telehandlers, scissor lifts and boom lifts. The company is a dealer for Cat Lift Trucks, Konecranes and Haulotte through its branch network.
Reason for change
United Equipment was formed through a unification of a number of different forklift and access businesses. While the name spoke to the origins of the business, the company was being held back nationally because the market didn’t know what the business’ product offer was. The word ‘Equipment’ was just not connecting with customers.
The first problem to address was the naming. Mindfield shortened the company name to ‘United’ and then added an unambiguous business descriptor to the brand. As well as United Forklift and Access Solutions, we also created United Training, United Rentals and United Gas so the company could better align its product offers with customers’ needs.
The second problem was to lift the visibility of the brand and improve the customer experience along the entire purchasing corridor. Mindfield developed a new identity for United, a new tag line ‘It’s all about you’, redesigned all of the company’s marketing communications and sales materials, employee communications, signage and equipment branding, and then implemented new direct mail and online advertising campaigns to drive sales across Australia.