Midland’s brand identity was starting to show its age. Without real guidelines or templates, it was also difficult to work with. The logo had no flexibility or scalability, the visual language and colour palette were basic and generic.

As a premium, market-leading trailer company, the brand was underselling the product and limiting business growth. The ambition was to create a truly iconic and standout Australian brand.

Truly Deeply helped Midland unlock a compelling strategic proposition that draws on its key strengths and differentiation in 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 being 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.

Inspired by 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.