BRAND + GRAPHIC + WEB DESIGN
THE RESULT By designing a merged logo, upgrading the quality of the photography and design to show market specific divisions for all their vehicles we elevated their brand presence and helped them gain a larger market share. Manitex Liftking vehicles are sold around the world and used by the Canadian and US military as well as the UN forces over seas.
THE CLIENT LiftKing makes lifting equipment for various industries. They started in the 60’s by turning around farm tractors and adding chain driven masts. Today they make some of the most sophisticated heavy lifters. Manitex bought LiftKing and we were asked to merge the 2 brands. We introduced a strong san serif font to unify the 2 brands and gave Manitex a dark blue to give it dominance as the parent company and all grey caps for the subsidiaries. We introduced an equal lateral triangle to symbolize lifting to complete the design.
THE CHALLENGE All the brochures for LiftKing where extremely dated, poorly photographed and the design was weak and inconsistent. We changed all that. We shot the vehicles either in the factory to emulate high noon lighting or outside, then close cropped the vehicles and retouched them into backgrounds that represented the various industries, shown above are 3 of their divisions, Military, Construction and Oil & Gas..