The brand challenge
Kito Crosby helps move the world. The combination of the formerly separate Kito and Crosby companies, it provides the expertise, lifting and securement solutions essential to heavy manufacturing, offshore oil exploration and many other industries. Yet its brand fell short of communicating the power of the combination, its value to customers and the shared legacy of service, support and responsiveness.
The brand solution
Brand Zoo’s simplified strategy organizes many legacy brands into a cohesive whole, and provides a framework for future acquisitions and expansion. We created a unifying story about quality and values that distinguish the company, its people and products from competitors, and that is meaningful to team members across geographies and cultures.
The design language and visual system amplify these themes, with typography, graphics and color palette that bring together legacy Kito and Crosby elements to create a new yet familiar visual vocabulary. The new Kito Crosby site showcases the new story and identity, while reinforcing the values and leadership customers have come to expect.
The results
"Brand Zoo helped us to define our position and ways of expressing our mission, vision and values. They worked collaboratively to bring our global team together, carefully listening to understand the perspectives by function, brand and country. Their process also helped us identify how we could simplify our product brands in the future to improve our marketing efficiencies and ability to make an impact."
Melissa Ruths, CMO, Kito Crosby
Brand Zoo’s work included:
Customer/distributor/employee research
Positioning
Messaging/brand narrative
Mission, vision, values support
Brand architecture recommendations
New identity
New visual system
New collateral
New website design and technology implementation
Brand launch support
Design and execution of online brand center to define brand usage and house brand assets