Deliverables
Brand Creation
Brand Identity
Brand Positioning
Brand Strategy
Brand Communications
Digital – Website
Print Collateral
Challenge
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.
Response
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.
Result
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.
