Rebranding gives company a look to match its stature

Rebranding gives company a look to match its stature
September 16, 2013 Hester

ETI Equipment Logo designed by Hester DesignsETI Equipment toiled away for years as a family-owned company making custom aerial lift trucks. As they grew, they built more parts so every piece of equipment fit together perfectly. They expanded into the electrical market and continued to grow, all the while taking good care of their customers.

ETI, based in Oklahoma City, allowed itself to be acquired by the multinational group Palfinger and immediately added more space for manufacturing, expanded its product line and hired more employees. Suddenly, the makeshift Times New Roman logo wasn’t cutting it anymore—it no longer represented the player ETI had become in the market.

Enter Hester Designs and our marketing guru colleagues Jeff Smith and Angie LaPaglia. Jeff Hester created a bold new logo that could easily be embraced by everyone from company officers to people driving the aerial lift trucks. The marketing team completed a brand audit and crafted a slogan that echoed what every ETI customer said: Depend On It™.

With a strong new look and messaging, ETI paraded its newly branded fleet of trucks into a trade show this summer and stood before a bank of new red ETI flags. The CEO and sales manager detailed every way customers can depend on ETI. They wowed the crowd and had everyone talking about ETI, an industry leader remarked.

Since the meeting, ETI’s newly branded materials have continued to proclaim the big deal the company has become in the industry. Business cards, letterhead and envelopes; a new website; email signatures; advertising; trade show materials; hat designs and fleet graphics all bear the bold new look of ETI.

Rebranding and marketing, ETI said, is the best thing it’s done all year.