The design challenge was to stand apart as a disruptor in an industry slow to adopt change while effectively communicating the value of technology, with the ultimate goal of earning customer loyalty and growing market share.

EquipmentShare uniquely offers both full service rental and a software tech platform. The competitive landscape (rental) is crowded with gritty, textured and layer-heavy brands all speaking the same visual language. To contrast, we leveraged the technology focus, keeping the millions of data points the platform monitors at the forefront of the identity and built a library of assets that visually articulate how this directly improves productivity and efficiency on the jobsite.

The brand refresh was rolled out in Q3 of 2018 and quickly positioned the company as an industry leader. Revenues catapulted from a multi-million to multi-billion dollar valuation (see chart) achieving Silicon Valley Unicorn status. EquipmentShare is now the 4th largest rental company and fastest-growing equipment solutions provider in the U.S. estimated to be valued at $5.3B.