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Brand Development

RIG360 began when a group of Cat® dealers realized the need for a network of service centers that didn’t just work on trucks, but provided fleet managers with a higher level of service. They decided to join forces to create a new brand and needed an agency partner to help.

To develop the brand positioning, Hart did extensive research with RIG360’s primary customers: fleet service managers. The resulting insights led to the discovery of timing and transparency as top concerns for this audience. Understanding this, Hart created a service and value proposition that addressed these unmet customer needs.

After developing the brand name and positioning, Hart created a multichannel platform to share the new brand with its audience, including a new website for RIG360, a logo and complete identity system to communicate the brand’s main benefit, and public relations support.