O’Brien Lifting Solutions Brand Refresh

Client: O’Brien Lifting Solutions
Agency: CM2 Media
Project: Brand Redesign

Since 1963, O’Brien Lifting Solutions is the crane & door provider that gets their customers up and running FAST. O’Brien does this by offering a wide range of cranes and doors, including custom-engineered solutions, and maintains one of the largest inventories of parts in North America.

About the project

The client was looking to update their brand to be more modern. To do this they required a new suite of brand identity assets that included: the logo, colours, fonts, imagery, web, and tangible assets (invoices, letterhead, etc.). This new branding would drive awareness of O’Brien Lifting Solutions as the definitive choice in lifting and door/dock solutions, and articulate a clear brand positioning, personality, and tone.

With 60 years of experience, the brand refresh had to maintain elements of this history. This was done by keeping the original logo elements and modernizing them. Subtle flairs were removed from the logo text and straightened to be more of a sans-serif. The double sidebars were removed and converted into a single beam that stood above the text. The apostrophe was made into a crane icon that then hung from the beam, giving the logo the symbolism needed for the company’s lifting solutions. The colours of the logo were also updated to a more modern palette and these attributes were then translated into a website redesign.