Stunning new brand helps Australian trailer manufacturer Midland unlock its true differentiation and stay ahead of the market.
Building on the previous brand promise of ‘behind you all the way’, Midland now has a more nuanced brand narrative.
Bold and proud, the new brand proposition and messaging takes ownership of the trailer category, dials up key brand differentiators such as the company’s innovation, build quality, unrivalled product support, and 100% Australian-owned and made.
The new brand strategy framework defines clear value for the key audiences, with distinctive and engaging new positioning, messaging, and personality. The new strategy also provided clarity and direction for staff to deliver and live the new brand.
Based on the heritage of the Auto Industry’s stylised script brands the new Midland brandmark is a modern script wordmark with a vibrantly unique colour palette.
Directional ligatures at the start and end of the wordmark create a generational link to the old identity which also balances the wordmark. The wordmark condenses into a Monogram for limited space use on stencilled, cut or etched applications like steelwork and chrome fixings and looks great on uniforms and high-vis clothing.
Midland designs, manufactures and sets new standards in Australian open-top trailers.
Whether it’s trailers for fleet transport, equipment or goods, you can be sure Midland has your back. Built better and made to last, every Midland is fully sandblasted and powder-coated. They look great, are easy to maintain and have superior corrosion resistance.