2010 REBRAND 100 Winners > merit|
Industry: Construction Management, Industrial/Manufacturing, Engineering
Country Base: Australia
Below: Before Images, Rebrand Images, Summary, Credits
Industry Setting - Coates Hire is Australia’s leading construction equipment hire company, providing short to medium term equipment hire to the construction, mining and civil engineering sectors.
Challenge - Following a contraction of the mining and civil engineering sectors (due to the global financial crisis), the key challenge was to increase penetration into the construction industry and DIY (do-it-yourself) markets.
Strategy - Increase market share of the construction & DIY categories by:
- Evolving the company’s brand identity to help move consumer perception from Coates Hire being the big, slow, inefficient market dominator; to Coates Hire being the experts, trusted, contemporary market innovators.
- Coates Hire had dropped the word ‘Hire’ from their brand mark in 2005. As the equipment hire category leaders we wanted to reclaim the word ‘hire’ in a bold, confident manner.
- Increasing the legibility and distinctiveness of the brand mark to maximize the effectiveness of the branding on the highly public and visible equipment (e.g. traffic barriers, electronic street signs, etc)
Result - The evolved brand identity was launched by the CEO to the company’s 2,000 staff members. Feedback from the Senior Management Team was that the fresh new look and feel significantly re-energized and re-focussed the team. The external brand identity launch was supported by a fully integrated advertising campaign which delivered a 23% increase in share of the construction market & DIY segment and an 11% increase in company sales.
Client: CoatesHire - www.coates.com.au
Brand Strategists/Designers: Ideaworks - www.ideaworks.com.au
Creative Director: Glen Barry/Steven Arnold
Lead Designer: Steve Arnold
Illustrator: Steve Arnold
Typography: Steven Arnold
Art Direction: Steven Arnold
Project Manager: Monika Vidovic
Account Manager: Luke Pavan