Strategy | Tactics | Solution: JD Neuhaus wanted to raise the perceived quality of their winches and cranes as the toughest and strongest in the industry. We developed a logo, which included a strong, industrial appearance centered around a u-bolt that is used to connect the winch crane to the lifting load. The double-entendre positioning theme “LIFT YOUR BUSINESS” and the “Extra-Industrial” campaign presented the product in a super-sized, larger than life format. The repositioning of the brand and the complementary campaign was designed to strengthening brand loyalty with established as well as new customers.