Specialized Crane & Rigging
Corporate Site Redesign
One of the larger and more successful crane companies in the United States, Specialized Crane sought Sulky to help author a more sophisticated and high-level visual style that stood out in an industry of very similarly simple brand presentations.
To figure out what this would look like we started with the objects themselves. We see cranes as engineering masterpieces and have always been impressed with their feats. Being thus attracted to the machines that make the company, we started with a few on-the-job photograph sessions, capturing the cranes at work. From here we began to build a visual language and image design that would be the benchmark of the initial campaign effort – the site. Treating the cranes like characters worthy of a detailed bio, we built their personality and capacity with beautiful photography and an elegant site that speaks to the exceptional and simple customer process Specialized has created.