Mabey Hire – Brand refresh and brand launch communications

Simplifying and future-proofing a heritage temporary works brand.

Mabey employee checking equipment while wearing safety clothing

Mabey Hire is one of the UK’s leading temporary works specialists, with over 60 years of engineering and service excellence, across civil engineering, building and utilities. It was our job to simplify and modernise their brand to help it stand out, whilst managing stakeholders who were attached to the previous brand’s look and feel.

Evolution not revolution

With some reluctance within the
business to change the original logo, we worked collaboratively with the Mabey Hire marketing team to make a real business case for change.

We all agreed the old logo was
becoming dated, but was still easily recognisable within the industry.
We proposed to maintain the brand
heritage by keeping identifiable
visual cues, while making it more
streamlined, modern and efficient
in its communication.

Trusted solutions

During initial brief meetings with the marketing team it was emphasised that what makes Mabey Hire unique is that they offer complete end-to-end temporary works solutions.

We developed the new strapline
‘Temporary works. Trusted solutions’, to emphasise the key strength of Mabey Hire’s business – using their knowledge and experience to find the most effective results for their clients.

Mabey Hire brand guideline open on the logo detail page.
Front cover and double page spread of the Mabey brand guidelines showing the brand colours

Simplification is key

Along with the logo redevelopment, we revamped the brand guidelines, whilst retaining elements including typefaces and tone of voice.

We made subtle changes, reducing
and tweaking the colour palette,
designing a new set of icons and
creating new user-friendly assets
and templates that could be
managed internally.

Pile of Mabey Hire brochures

Immersing ourselves

We quickly got to grips with the business and operations, extracting the real value and USPs of their expertise.

From this insight, we delivered a
campaign with clear and effective
messaging, which covered the broad sectors and diverse aspects of what Mabey Hire does.

Quote

XX Marketing - Mabey Hire
Side of a van branded with Mabey Hire graphics

Launching the brand

During initial brief meetings with the marketing team it was emphasised that what makes Mabey Hire unique is that they can offer complete end-to-end temporary works solutions.
We developed a brand awareness
campaign using the slogan ‘With you from the word go’ using headlines such as ‘go over’, ‘go under’ and ‘go above’ to highlight their speciality in
temporary bridging, groundworks
and their partnerships with clients.

Mabey Hire now have a strong,
modern brand that stands them out
from their competitors and can help them deliver against their ambitions.

Mabey Hire full page advert shown in trade magazine