TWG (formerly Tulsa Winch Group) had an aging brand focused on eight separate companies that had been acquired over 15 years. The brand was confusing and had not kept up with changes in their business. They hired us to research and develop a new brand architecture, visuals and messaging to simplify and modernize their brand.
The strategy was to present their brand differently than any of their competitors and to humanize it. By taking the emphasis off of parts manufacturing and focusing on the benefit to the end user, we got to the heart of the business – helping people get their difficult jobs done.
The architecture was simplified to one master brand, TWG, and the other brands became model lines in the company – thereby retaining their legacy and reputation but not being presented as separate companies. This allowed the companies to stop competing, have a unified vision and look to each other for cross-company solutions by sector.