Brand challenge
Bishop Lifting is the largest manufacturer and distributor of products and services for North American rigging and crane companies. Over the past ten years, it has acquired many related companies, operating them as discrete, separate brands. As a result, marketing was inefficient and fragmented, and its position as the leader in its field was unclear.
Bishop Lifting needed a unifying brand story and a migration solution for its many subsidiary brands.
Brand Solution
Brand Zoo helped Bishop Lifting define a unique position in the minds of prospective customers: that there’s just one choice when getting the lift right, and getting it when you need it, matter.
We worked with leaders of the subsidiary brands to work through the risks and opportunities to roll into the master brand.
The result is a significantly streamlined brand architecture with a core master brand and a few select product brands.
The new Bishop Lifting messages and visual identity communicate differentiators, including the breadth of specialized expertise, services and products, complemented by a culture of exceptional customer service.
The visual system is a modern interpretation of their recognizable "B" mark with the hook, leveraging their core black and red colors.
Brand deliverables included:
- Brand positioning strategy
- Brand architecture model development
- Key messages
- Brand identity
- Brand visual system
- Website templates
- Marketing collateral and templates
- Brand guidelines and style book
"Brand Zoo helped us craft a story for Bishop Lifting that leverages our expertise, services and unique service culture. They also helped simplify our brand architecture and worked with us to align the team to support it."
David Moseley, Vice President of Marketing, Bishop Lifting