It’s all about you

Elevating the brand of a national Australian lifting business

United is the Australian agent for global brands Cat Forklifts, Konecranes and Haulotte. Headquartered in Perth, the company sells, rents and services forklifts, telehandlers, scissor lifts and boom lifts through its national network of branches.



The Challenge

United Equipment was formed through a unification of a number of different forklift and access businesses. While the name spoke to the origins of the business, this major industrial company was being held back in the Australian market because ‘Equipment’ was too broad a term, and the brand had no visibility and was difficult to recognise.

The Insight

The first problem to address was the business name. DIA Brands recommended shortened the brand name to ‘United’. We then created separate product brands in United Forklift and Access Solutions, United Training, United Rentals and United Gas to better communicate the company’s full service offering and align the brand with each market segment.

The second problem was to lift the visibility of the brand and improve the customer experience along the entire purchasing corridor. DIA Brands developed a new identity for United that cut through and gave this industrial brand the recognition they were lacking. We then strategically repositioned the brand, developed a new customer-focused tag line ‘It’s all about you’, redesigned all of the company’s marketing communications and sales materials, employee communications, branch signage and equipment branding, and then implemented new direct mail and online advertising campaigns to drive sales across Australia.

The Impact

United Equipment has continued to grow, expanding its network around Australia and relocating its headquarters in Perth to larger premises. The company is now able to leverage its own brand alongside the CAT, Konecranes and Haulotte brands it represents, and there is no longer any confusion in the market about who United is or what the company has to offer.