Konecranes
Global Rebrand
Brand pitch: Successful
My role: Key conceptualist/Strategy, Senior Copywriter.
Industry: Cranes and technology
Global industry leaders looking to greet the future and consolidate their market position with a new identity. The standard industry speak and visual language made way for a fresh, more personable identity that placed greater focus on their customer service and professionalism.
Website: www.konecranes.com
The Line
‘Lifting Businesses’ speaks to the professionalism that Konecranes brings to their sector and enables them to speak about more than just the practical side - this also implies entire business performance and efficiency being lifted through expert customer service, innovation, technology etc.
The Launch
Konecranes’ new identity was officially launched with a function and the line “How High Do You Want to Go?”, a line that works on multiple levels and speaks to their willingness to listen to their customers’ needs. Inside this box, attendants found a modified Brand Principles booklet that could be fitted together like a 3D puzzle.
Brand Principles Booklet
