Viant Crane


An industrial crane company approached us in need of a name, identity and voice. Its goal: to come across as strong, stable, bold and professional – a partner its audience can count on for the critical equipment they need.


We named the company “Viant,” derived from the words giant and valiant, and designed a logo with a lynx –a regal and respected cat that is native, although rare, to Viant’s home state of Wisconsin.

Our team then developed a comprehensive marketing package, from stationery, business cards and sales collateral to direct mail, and online and print ads.


After just one year of rolling out the brand, our friends at Viant told us they were five years ahead of where they planned to be with brand awareness.

How’s that for a brand lift?