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Maskill:
A bold brand choice delivers for
world-class entrepreneurs.

THE BACKGROUND

Exchange Track Services (ETS) started as a small family-owned business in 2005. It has since grown into a leading national organisation for the manufacture, repair and refurbishment of undercarriages for the mining and construction industry.

THE OPPORTUNITY

Their existing branding was dated and limited. It simply did not represent the innovative products and services that ETS delivered. In fact, many prospective national clients mistakenly believed the organisation to be a cottage industry or parts dealer.

THE STRATEGY

Whilst the ETS brand had heritage and equity, copycat brands had diluted its value. Several naming options were considered to address this issue but ultimately a full brand rename and repositioning was selected as the highest value strategy.

THE CREATIVE IDEA

To pay homage to the family’s legacy, we transitioned the company name from ETS to the founders’ name of Maskill and created a contemporary brand identity that captured the organisation’s ambitions.

THE IDENTITY

Inspired by Maskill’s products, we created a bold “M” device supported by a contemporary and confident typeface.

The mark can be layered across products as a branding device or over photography.

From uniform designs and site signage to promotional material and interactive assets, an integrated suite of material was created for the new brand.

THE IMAGERY

We approached product photography as if the products were models to be shown off, taking inspiration from German automotive brands.

Working closely with the team on the floor and renowned photographer Aaron Tait, we painstakingly lit, positioned and photographed over 20 pieces, many of them weighing well in excess of two tonnes.

We also shot various motion scenes and additional stills to capture the process, people and culture.

PRODUCT PHOTOGRAPHY STYLE

STAFF, SERVICES & FACILITIES PHOTOGRAPHY

THE SITE

Straddling the line between compliance and craft, the design of the site is both eye-catching and functional.

We placed great importance on properly communicating the name change from ETS to Maskill to ensure both internal and external audiences came along for the ride.

Working closely with the Maskill team, we created streamlined ways for users to navigate the website and find the right products for them.

THE CONTENT

Using LinkedIn and industry-specific channels, we used new assets to create targeted content designed to educate relevant audiences in the mining, resources and construction industries about Maskill’s quality, reliability and technical superiority, all after communicating the name change from ETS to Maskill.

Key clients were sent content directly to personally inform them about the brand’s evolution and ongoing commitment to their partnership.

THE NEXT

Rebrands can be risky, but the Maskill team believes this courageous initiative has made a significant impact on their business both internally and externally. In line with their spirit of continual improvement, we are now rolling out international language versions of the site and refining Maskill’s content strategy for greater impact.

DELIVERABLES

  • Brand strategy
  • Brand positioning
  • Brand identity
  • B2B campaign launch
  • Digital and content strategy and execution
  • Website design and development
  • Photography and film production facilitation

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