Lift as One: A Bold Rebrand for the Heavy Lift Category
Crane Service Inc
Crane Service Inc (CSI) is the result of a powerful consolidation, bringing together ML Crane Group, Crane Service Inc., and Winslow Crane Service under one unified brand. More than just a name change, this transformation aligned decades of expertise, regional strengths, and specialized services into a single force, delivering best-in-class lifting solutions across the Southwest, Midwest, and Rockies. With an expanded fleet and enhanced service capabilities, CSI continues to set the standard in heavy rigging, crane rental, and specialized lifting projects across diverse industries.
​
But beyond equipment and operations, the foundation of CSI’s success is its people. Employees from all three legacy companies were brought together under a shared mission, strengthened through new core values, a centralized company manifesto, and hands-on training to ensure alignment at every level. The result? A workforce that is empowered, unified, and driven to deliver excellence, reinforcing CSI’s long-standing reputation for safety, precision, and expertise in the crane industry.
Denver, Colorado
Services: Research & Planning, Public Relations, Social Media Management, Campaign Development, Website Development, Employee Training, Naming and Logo, Culture Development, Strategic Development, Vehicle and Fleet Wraps, Mobile App Design
How It's Going
264%
Increase in Social Followers
919
Total AP Outlet Distribution/Press
$10m
MQLs First Quarter
After Launch
46k
Emails Sent -- .006% Unsubscribe Rate
Rolling out a new brand isn’t just about a new name or logo—it’s about making sure every employee understands and embraces the vision. To bring the transformation to life, CSI leadership embarked on a cross-country excursion, visiting seven locations—from corporate offices to active job sites. These in-person sessions provided a direct line of communication, reinforcing the company’s new mission, core values, and strategic goals.
​
Through hands-on workshops, site visits, and candid conversations, teams across regions were engaged and empowered to carry the brand forward. The result? Over 90% of employees fully adopted the new brand framework within the first six months, ensuring alignment at every level—from the crane operators in the field to the leadership team driving CSI’s future.
By helping the American Wool Council produce 25 videos in one year (and put another 40 in the can for future use), they were able to reach nearly 500,000 people with more than 700 hours of videos playing on social media. Organic engagement on social, where videos lived, held steady at 6.8% which is 7x the industry average.
