Brugg Lifting
A beautiful rebrand in a “boring” industry
Brand Strategy | Visual Identity | Content Creation
Manufacturing
The Challenge
Brugg Lifting is a medium-sized international manufacturer of elevator ropes. Part of a global group with more than a century of history and operating in a traditionally “boring” industry, the company culture and ways of working were surprisingly innovative. Unfortunately, that dynamism didn’t come out in their branding.
Before we started working with Elissa, our brand and marketing were very traditional and, frankly, uninspiring. They were essentially an afterthought.
— Bhavesh Mistry, Director of Sales & Marketing for Brugg Lifting
Brugg approached us to refresh their visual identity and messaging with the goal of making their external image stand out from the sea of sameness in their industry.
The Work
With the driving belief that “Lifting doesn’t have to be boring,” we uncovered Brugg’s unique brand story and put it into key messages that positioned them as a partner in innovation, rather than a provider of products.
From there, we collaborated with Supernature and Shaolin Design on the new visual identity, pairing soaring, inspirational imagery with modern, clean typography and quirky icons that showed a sense of humor. Last, we infused the new brand into the customer journey with surprising touchpoints to excite and delight customers, like a playlist of themed songs and a stylish, fun dress code for trade shows.
The Result
Elissa and her team of excellent designers helped us discover ourselves and create a brand that we live— not just one we tack on to our products. She has been an enabler for us to get to where we need to be quickly and efficiently. Thanks to our partnership with Elissa Bertot Communications, we are smarter and better positioned than ever.