Brand Creation
Brand Identity
Brand Positioning
Brand Strategy

Brand Communications
Digital – Website
Print Collateral


Gravity Crane Services was established in 2003 to provide a complete range of crane lifting services to the remote Pilbara region of Western Australia.

Following a private equity firm taking a stake, the company had ambitious expansion and growth plans in place and Axiom were engaged to partner them and assist in realising their objectives.


We undertook considerable market research, working closely with stakeholders, we re-defined their vision, mission and values.

We developed the tagline ‘Plan / Lift / Repeat’ that distilled and immediately translates their value proposition. Even the symbol in their logo is based upon their value proposition.

Authenticity is key in this space – 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.


Gravity Cranes extended and grew their operations and footprint even through a considerable slow-down in the resources sector.

However sadly, their operations were scaled back in 2018 as the private equity firm investor strategically divested its equity interest back to the original shareholder.

The Gravity Cranes Logo
Gravity Cranes uniforms
Gravity Cranes business cards
Gravity Cranes wattle
Gravity Cranes white
Gravity Cranes
Gravity Cranes grey
Gravity Cranes vehicle signage
Gravity Cranes new responsive website
Gravity Cranes tagline on a flag
Gravity Cranes corporate stationery
Gravity Cranes workshop signage
Gravity Cranes mission and values posters
Gravity Cranes company profile brochure
Gravity Cranes