For over 100 years, Equipment Corporation of America (ECA) has been the premier provider of advanced drilling, pile driving, hoisting and rigging, slurry cutting, soil mixing, and soil stabilization equipment to the deep foundation industry. The company experienced explosive growth over the last decade, nearly increasing its total annual revenue tenfold, added 5 locations, and branched into the mid-west market. This rapid expansion led to numerous marketing and communication challenges, as well as an inconsistent identity.
When ECA approached Untuck to rebrand the company, carve out unique messaging within the market, and provide consistency across branches, the logo served as the first big step. Since there was significant brand recognition in the existing ECA shield, we simplified its shape and selected a strong, confident, and modern slab typeface. This logo now serves as a bridge between the old and new identities.
Although most customers referred to the company as ECA, it was important to reference the full name on marketing and sales materials. We developed standards for name and logo usage in an extensive brand guide to ensure that the company would stay on-message and on-brand.
With a bit of research and strategic consulting, our team worked to further differentiated ECA from its competition by crafting an advertising campaign to promote its top three selling points: Expertise, Reach, Service.
We created the ECA website as a sales and support tool, providing clear pathways for generating, collecting, and nurturing leads with both prospective and existing customers. It is built using a fully-responsive methodology—ensuring that it works seamlessly across various devices and screen sizes—provides intuitive content management capabilities for the internal ECA team, and can capture data through analytics and on-page forms.
