Morris CIM

Morris

Challenge

The Morris Crane Systems brand as it is known today began over 130 years ago in the UK. While the brand enjoyed many highs and a few lows through its history, until recently, the brand had been inactive in any market worldwide. The brand was outlined as a strategic brand able to act as a mid-range product in the wider portfolio of brands.

WILDDESIGN was invited to help craft the brand story, corporate identity, advertising and launch collateral for this once great brand. In the process we helped to devise the strategy for the brand and resulted with a competitive brand fit for launch.

Approach

The core of our story comes from the heart of Morris’ history. We were able to combine the best from the past with a new, fresh and modern feel that updated the brand into the 21^st century.

Inspired by current graphic trends we developed a look and feel for the brand that combines the contrast of old and new design elements into the brand identity.

Keeping a close eye on the competition was key in creating a clearly differentiated brand that would stand out and make an impression on the mature market.

Results

Having crafted the brand strategy we developed the new CIM in support of the brand’s key values. We were able to bring a level of vibrancy, positive attitude, and organization to the overall feel of the Morris brand.

We applied the identity to a wide range of touch points for the brand, going beyond the brief by developing custom graphics for the new head office, custom graphics for the brand launch event, developed the advertising and art directed all associated photography for the brand.