Gravity Crane Services

Brand Repositioning

Lifting a brand to new heights.


Gravity Cranes is a Western Australian company that has been providing specialised lifting services to the mining, construction, marine and industrial sectors since 2003.

Gravity Cranes have an ambitious expansion and growth plan in place and Axiom were engaged to partner them and assist in realising their objectives.

Axiom were commissioned to develop a comprehensive brand and communications strategy which would re-position the company with both internal and external stakeholders.


We undertook considerable research with stakeholders, helping to re-define their vision, mission and values, and the ‘big-idea’ for the business before we crafted the visual elements of the brand identity.

Authenticity is key in this space – even though the company works on some of the most remote mine sites in Western Australia, we undertook photoshoots on real mine sites, and being true to the brand promise that “our primary asset is our people”, we ensured that their people were the hero of the brand imagery.

We developed a new logo and brand platform and rolled it out across a variety of brand collateral from business stationery, vehicle livery, uniforms, building signage, website and advertising.


Gravity Crane’s have continued to maintain and extend their operations even through a tough resources market.

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