Hiab is the leading provider of on-road load handling equipment and services, offering products, services and spare parts that are used in on-road transport and delivery. The product range includes HIAB loader cranes, JONSERED forestry and recycling cranes, LOGLIFT forestry cranes, MOFFETT truck-mounted forklifts, MULTILIFT demountables, as well as DEL, WALTCO and ZEPRO tail lifts.


Hiab was entering a major turn-around phase, where the brand platform needed to be totally revised. This included to go-to-market with a multibrand strategy instead of a master brand strategy, new corporate identity and a new brand promise.


Hiab’s brand structure and visual identity was redone. A new brand promise was developed (Built to perform) and implemented in a wide range of communication materials, spanning from a new global website over product launches to new aftermarket communication.

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