The brand challenge
For generations, CMCO has earned the trust of the world’s most demanding industrial customers. Its combination with Kito Crosby created one of the most comprehensive lifting, material handling and motion control portfolios in the industry. It needed a brand as aspirational as its vision, one that unified a broad portfolio and clarified its market position.
The brand solution
CMCO had already embraced the tagline, Intelligent Motion. Brand Zoo helped transform it into a foundational principle that connects product innovation, safety leadership, customer partnership and engineering excellence. And that tells a coherent story about what CMCO delivers and why it matters. We helped to streamline a complex brand architecture, organizing brands into a flagship structure that defines their importance, simplifies the customer experience and supports future growth. Finally, we evolved the visual identity to honor CMCO's heritage while expressing a more modern, confident and technology-forward brand, one that reflects the company's leadership in intelligent motion.
The impact
“Brand Zoo helped us to define a new position for CMCO and took a tagline and built it into a brand idea that tells our story with clarity and conviction. It’s a unifying story that brings together our people, mission, products and commitment to innovation and growth.” Melissa Ruths, CMO, CMCO