Demo case study
Industrial 2023
Orrell Plant Hire
Forty years of trading, a logo drawn in 1994 and a website nobody could hire anything from. Refreshed rather than replaced, then made useful.
+218%
Enquiries from mobile
Twelve months post-launch against the twelve before
2.3 to 1.1
Calls to produce a quote
Average, sampled over four weeks either side
31%
Out-of-hours enquiries
Share of total enquiries, which was previously zero
Orrell had strong name recognition across three counties and an identity that looked its age. The instinct was to start again. We argued against it: the equity in the mark was worth more than a new one, and the actual problem was that the site could not tell you whether a machine was available.
- Identity dated but genuinely recognised in the region
- Availability only discoverable by phone, during office hours
- No specifications online, so quotes took two calls
- Site unusable on a phone, which is where the site is used
- 01
Refresh, not replace
Redrew the existing mark rather than designing a new one, and built a system around it. The recognition survived; the dated feel did not.
- 02
Fleet online with specifications
Every machine listed with specifications and rates, so a quote takes one call instead of two.
- 03
Availability
Live availability from their hire system, which is the only feature customers actually asked for.
- 04
Built for a phone in a cab
Designed for one hand, poor signal and bright sunlight, because that is where it is used.
We went in wanting a new logo. They told us the old one was worth keeping and that our problem was availability. They were right and it cost us less.