Convincing a powerhouse company working on the biggest machines on Earth that their 50-year-old brand needed an update was met with a lot of internal resistance. But, as an international industry leader with unmatched quality and honesty in business, they deserved a brand that matched their reputation.

At the beginning of the project, one of the executives told us “The logo’s not just out there, it’s in here” as he pointed to his heart. We needed to show L&H Industrial that rebranding doesn’t change who they are—it better reflects it.

After modernizing the logo with an homage to their past and creating a tagline that perfectly encapsulated the company, we then installed the new brand across their offices, shops, and even their trade show booth at the largest international mining show.