Branding & Design

Crane Risk Logic has been collecting data about crane incidents for the past 40 years and they are creating a network for crane companies to use that data to save lives. They seek to challenge the status quo in crane safety and accident cost mitigation through smart technology, data sharing and professional risk management resources.

CRL wanted to market their data infrastructure and mobile application to crane companies nationwide and they needed an integrated campaign to make that happen. Prior to helping build that campaign, I worked with their team to create a brand that would speak to steadiness and strength with a nod to the blue collar nature of their customers. I used a wide typeface to help depict stability and an angular logomark to add an industrial quality.